A preliminary stage in the product (or service) development process where marketers attempt to obtain initial feedback about their ideas from both external and internal stakeholders. The second phase ...

Product development is a process that involves several stages, from ideation to launch it also determines the success or failure of a product. One critical step in this process is concept testing.

New web-based tools are democratizing the concept testing process and enabling everyone from brand managers at large CPG companies to start-ups to get rapid feedback on new product concepts ...

The entire process is carried out in a flexible and iterative fashion, as concept development and testing may spark new ideas, while testing these ideas with real customers may reveal additional ...

Joint concept development and experimentation allows partners to learn together and enables concept developers to leverage the full range of experimental opportunities — combatant command exercises, ...