At a Glance
Learn about the fundamentals of concept testing—what a concept test is, when to run one, and how to do so through the UserTesting Platform.
What is concept testing?
A concept test is when you collect and gauge user feedback of an idea you're proposing in the early stages of the idea’s development. The concept can be anything that communicates the idea you want to test, from a static image to a low-fidelity prototype—even just a description of the idea (supplemented by no visuals) is sufficient to do a concept test.
Also, a concept test can be conducted as a moderated or unmoderated test. Typically, such a test lends itself better to a moderated study because you’ll then have the opportunity to ask contributors in real time follow-up questions as to what about the concept they like or find confusing.
When should I run concept tests?
A concept test generates insights as to whether customers understand and would want to use the product or feature. Concept tests can also be used to collect reactions to marketing campaigns or content.
How can I do concept testing with UserTesting?
Testing concepts can be as straightforward as providing contributors a link to an image, a doc, or a mock-up/prototype (as a starting URL), and then asking questions to capture user impressions of the concept.
When devising your test plan, set the expectations of contributors by including a note in the Scenario field and/or Other requirements fields to make clear that you’re testing a concept or an idea—not a fully developed, interactive website or app. This way contributors don’t focus on the functionality of the website or app but rather its concept.
If presenting multiple concepts to a contributor, the order in which concepts are presented can influence a contributor’s reactions. Utilize the Balanced Comparison feature found on Platform's Build Test Plan page to reduce this risk.
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