The essence of a product or concept test is straightforward:  consumers learn about a product or service, and provide feedback about it.  However, the execution of the product or concept test is much more complex.  Should the product be priced or unpriced?  Branded or unbranded?  What research conditions will best match the real world?  Should the product be described, shown, or both?  What types of respondents should be interviewed?  Should the research be conducted in a central location, online, or in-home?

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