Concept testing is a critical step in the development and launch of a product or brand. It involves creating prototypes of the brand element in question and presenting them to real audience members for feedback. This process is not about determining which prototype is liked the most, but rather about understanding. Questions asked during concept testing might include: "Which of these icons catches your eye first?" or "What do you think this particular icon means?"

A real-world example of the importance of concept testing comes from a brand study commissioned on behalf of Apple Computer. After spending a quarter-million dollars on a 10-city worldwide quantitative study, the results were virtually the same as those from an initial one-day test. This demonstrates that an inexpensive concept test can often provide ample information to turn an idea into a successful product or brand.

Another example is the use of field tests, where prototypes are tested in a realistic situation. For instance, testing a packaging prototype on the shelf, next to the competition, using real shoppers, can yield more accurate results than conducting the test in a facility.

Concept testing is not meant to be conclusive, but rather to act as a lightning rod for insight. It helps sort through a range of alternate approaches and polish the chosen concept. It's a way to ensure that a company isn't just talking to itself, but is instead creating a product or brand that resonates with its target audience.