Concept test is a key step in the New Product Development Process. The aim of the paper is to present the different methods of tests and ways of presenting the concept, in order to see how to use these different methodologies according to the context. To achieve this, interviews with experts in market research firms as well as marketing experts in NPD within companies (both in B2C and B2B contexts) have been conducted and compared to what is written in the literature. This allowed us to build a typology of different concept tests and their sources of biases, with some suggestions to reduce them.
LE NAGARD, E. and MORIN-DELERM, S. (2010). Quels tests de concept pour le développement de nouveaux produits et services ? In: Proceedings of the 9th Marketing Trends Congress. ESCP-EAP.