Mackenzie_Chp. 18

Concept Generation and Testing

Concept test is conducted very early in the campaign's development process in order to explore the targeted consumer's response to a potential ad or campaign or have the consumer evaluate advertising alternatives. Positioning statements, copy, headlines, and/or illustrations may all be under scrutiny. The material to be evaluated may be just a headline or a rough sketch of the ad. The colors used, typeface, package designs, and even point-of-purchase materials may be evaluated. One of the most commonly used methods for concept test is focus groups, which usually consists of 8 to 10 people in the target market for the product.

https://www.qualtrics.com/market-research/concept-testing/