Behind any product is a concept, whose purpose is to explain to consumers the benefit of its use. By means of concept research, concepts and ideas raised are tested among a target audience in order to estimate a concept's or idea's success under competitive market conditions.
Concept research generally tests different perceptual parameters such as likeability, price, image, positioning, variance and uniqueness, willingness to buy, frequency of future purchases, consumption habits, target audience matching and more. This research is conducted in face-to-face personal interviews by authorized interviewers trained to conduct them among consumers in general and in concept research in particular.