Concept testing

Concept testing. A part of researching ad effectiveness. It involves presenting the target audience with a rough outline or storyboard that represents the intended artwork and the messages to be used.

Definitions

According to the Marketing Communications by Fill (5th edition),

Concept testing. A part of researching ad effectiveness. It involves presenting the target audience with a rough outline or storyboard that represents the intended artwork and the messages to be used.

According to Product Manager's Handbook by Gorchels (2nd edition),

Concept testing. The activity of taking new product ideas to customers for their input before further development.