… to stand out from the rest brands
Why? Because you want to evaluate your concept before developing and investing in a the product.
When? Concept testing takes place early in a development cycle when there is no actual product, but only idea for it.
How? The essence of the method is in comparison between the tested concept and familiar brands in their market share, promotion and awareness level. Conduction of a concept test involves likes and dislikes about the concept, attribute list evaluation, awareness of competing products, superiority of existing products.