The Association for Qualitative Research
The Hub of Qualitative Thinking

Concept test

A common type of qualitative research project, aiming to assess and understand likely response of customers to an idea or set of ideas. This might be used to develop a new product or service, or an extension or amendment to an existing one. The term 'concept test' may also denote a quantitative research approach that evaluates responses to a number of concepts and estimates the size of the market opportunity.

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