Concept testing is the process of presenting a concept statement to consumers and gauging their reactions. This feedback can be used to help assess the sales potential of the concept or to make changes that will improve its commercial viability. Concept testing is an important tool for new product development, as it can provide valuable insights into how consumers perceive and respond to a given idea. By understanding consumer preferences and trends, businesses can create concepts that are more likely to succeed in the marketplace. Furthermore, by soliciting feedback during the development process, businesses can avoid wasting time and resources on products that are unlikely to find favor with consumers.