Markets are witnesses to a higher number of product failures than those that were successful. Concept testing is a research exercise that tries to reduce the probability of a potential loss. We take pride in advising our clients on a ‘no go’ decision if the concept tests say so.

The output from the concept tests carried by us will throw light on

• Key success (or failure) drivers
• Fine-tuning new product features
• Expected value delivery as perceived by the potential customers
• Market size optimization