RPG Research Catalog
Concept tests can be conducted in a variety of ways, using interviews, small groups, focus groups, or even surveys.
Generally, concept tests present two or more alternatives
and ask respondents to respond to the benefits and
drawbacks of each alternative. Concept testing can be
done quantitatively, but the data desired is often more
qualitative in nature.
A limitation of concept testing is that sometimes, respondents do not provide clear preferences for a single concept, opting instead to suggest a new concept that incorporates some of the benefits of each existing concept. To get around this problem, concept testing can also employ conjoint or discrete analysis to determine which characteristics of a concept are most desired.