Concept development and testing (or concept evaluation) is:
- A stage of the new-product development cycle in which ideas for new products are developed and evaluated. Initially, consumer research for the product idea may be evaluated on the basis of words, pictures, or models since the product does not yet exist in physical form. The purpose of the concept evaluation stage is to determine whether an idea is worth further investment. The concept evaluation stage follows idea screening.
- A qualitative or quantitative examination of consumer reactions to a proposed advertising idea; the testing of a commercial or advertisement in rough form that measures the viability of the idea or message which will underlie the resulting executions. Firstep is an example of a specific methodology for advertising concept testing.