Launching a new product or service is rarely straightforward. The statistics aren’t pretty; only 55% of product launches happen on schedule, while 45% are delayed by at least a month, according to a 2019 Gartner survey. More worryingly, research from Harvard Business School suggests that up to 95% of new products ultimately fail. 

Yet many of these failures could be avoided by understanding one simple thing – the unmet needs of the market. That’s where concept testing comes in. 

To accompany our new video, we’re exploring why early-stage testing remains one of the most valuable tools in the innovation process – whether you’re a start-up bringing an idea to life or an established brand expanding into new categories. 

Watch: Understanding concept testing in 2 minutes

Our short video below provides a quick overview of what concept testing involves, why it matters, and how it can help you bring stronger ideas to market. 

Once you’ve watched, continue reading to learn more about how concept testing works in practice – and how it can help you avoid the 95% failure rate. 

What exactly is concept testing?

Concept testing is an early-stage market research technique designed to evaluate how your target audience responds to an idea before major investment begins. 

It’s an opportunity to test the strength of your concept in its raw form – to understand whether it resonates, whether it fulfils a genuine need, and how it could be improved. Rather than developing a product and hoping for the best, concept testing gives you the evidence to refine it early on. 

By uncovering what customers truly want, and what they feel is missing in existing solutions, concept testing helps you build a proposition that meets real market needs – the difference between a successful launch and an expensive misstep. 

The concept testing process: from idea to market-ready

1. Identifying your target audience
We start by defining the market and pinpointing the specific audience segment most likely to connect with your idea. This goes beyond demographics; it’s about identifying people with particular needs your concept could meet.

2. Uncovering unmet needs
Through initial engagement, we uncover what your audience truly needs within your service space, and where those needs are not currently met. These gaps represent your opportunity for innovation.

3. Testing initial reactions
When we introduce your concept, we assess several core areas:

• Relevance: Does it address their needs effectively? 
• Innovation: Does it offer something distinct or valuable?
• Improvement opportunities: What changes would make it stronger?

For established brands, this process also tests credibility. For example, we worked with a luxury wellington boot brand exploring premium overcoats and dog accessories. The key question wasn’t simply “Will customers buy these?” but “Does our brand have the credibility to extend into this category?”. 

4. Diving deeper into benefits
Next, we explore how effectively the concept delivers against the needs identified, how it compares to current alternatives, and whether customers perceive it as good value for money.

5. Refining and retesting
Our findings provide a clear roadmap for refinement – guiding how to adjust the concept until it fits market expectations precisely. The same testing approach can then be applied to your marketing messages and creative assets, ensuring a cohesive and convincing launch.

Testing your brand assets

Concept testing doesn’t exist in isolation. Your brand identity – particularly your logo and visual elements – plays an important role in how your concept is received. Logo testing ensures that every element of your brand works together to build recognition and trust with your intended audience. 

Why concept testing matters most for start-ups

For established businesses, a failed launch is costly and can damage credibility. For start-ups, it can be fatal. 

With limited resources, new ventures need to maximise their chances of success from the outset. Concept testing offers that safeguard by: 

• Reducing costly changes: Understand what works before investing in development 

• Securing investor confidence: Demonstrate evidence-based market validation 

• Accelerating time to market: Replace trial and error with targeted action 

• Building loyalty early: Launch with something customers already want 

From insight to action

The difference between products that succeed and those that fail often comes down to how well a company understands its target market. This requires real insights derived from structured research. 

Concept testing turns your launch into a strategy rather than a gamble. By aligning your idea with what your audience truly needs, you can build a solid foundation for success. 

Ready to give your concept the best chance of success?

Find out how targeted market research can turn your idea into a market-ready solution that your audience genuinely wants. Contact us today for a free consultation.