Organising and successfully executing creative processes such as brainstorming and idea screening can be a lengthy and arduous task. So, when it has come to a pleasing conclusion, it is important to make sure you take the right next step. In the world of product development, this next step takes the form of concept testing. In this article, we will look at the importance of this process, and how it helps turn an often undefined creative concept into something that can go into product development.

Even after ideas have been screened, there can still be a broad spectrum of what is envisaged for a new product. It would be expensive and possibly costly in the long term, if at this stage product development started, or even if prototypes were created. A more inexpensive route to take would be to survey the concept of a new product to members of the public. This, in a very simplistic format, is the stage of concept testing.

The real format is of course a lot more complicated. It needs to be as rigorous a process as possible. This is because, at this point, the product is transforming in its lifecycle. Changing from a creative idea, to something that real physical development can take place. Therefore, the process of concept testing is often the concrete foundation of product development. This means resources should be spent on the development of a survey, the selection process of who is to be surveyed, and reviewing ways in which bias can be eliminated.

Also in terms of bias, members of the public are much more likely to feel neutral about a product/company than an employee, thus making it the first time where unbiased feedback is received. To help sustain this unbiased platform, it is important that concept testing focuses solely on the new product itself. This means the brand of the product should, where possible, be kept anonymous throughout this process. This reduces factors such as brand loyalty and brand awareness. On top of this, any advertising and packaging should also be absent.

As this is the first time an idea gets public feedback, it gives that information a lot more credibility. Inhouse creative processes are never perfect, it is possible that the sessions have suffered from factors such as groupthink, or perhaps not including enough representatives from other areas of the company in the process, alongside other various creative issues. Concept testing can help detect when these problems occur, and stop them snowballing into something much bigger.