Concept testing is the process of testing how well an idea or concept is received by a potential customer base. This can be done through surveys, interviews, or focus groups. The goal is to determine whether the concept has potential and to gather feedback about it.

Concept testing can be used in marketing to help refine and improve a product or service before it is launched. It can also be used to test new marketing campaigns or ideas. By gauging customer reaction and feedback, businesses can make changes and adjustments as needed before moving forward.

Overall, concept testing helps businesses reduce risk and increase the chances of success by getting insights from customers early on. By taking the time to test concepts and gather feedback, businesses can improve their chances of launching a successful product or campaign.