Product development is a process that involves several stages, from ideation to launch it also determines the success or failure of a product. One critical step in this process is concept testing.

Bridging imagination and reality is key to unlocking potential in the consumer packaged goods (CPG) innovation cycle. First, you come up with a new concept. Then you make and test it with consumers.

Too many businesses pour time and money into developing products or services that ultimately fail. The reason? They never validated their assumptions before launching. Concept testing reduces that ...