It is good practice to check that everything is in order with a concept for a new product/service before the launch. However, there have been limitations in market research on this front recently because the scores given are always too positive. New products often deal with environmental issues so people find it hard not to embrace them (in words at least, because in practice things turn out differently).

In addition CAWI techniques require largely binary answers (I like it/I don’t like it) and provide less scope for nuance. Although this might seem like a purely technical matter, it reduces the discriminating capacity of research, which can significantly hinder the ability of businesses to make the right decisions.

So when is it that a product idea is genuinely capable of selling and surviving in the real market? 

Concept assessment techniques have been updated for new contexts in the UltraConcept Test. It uses technology in a genuinely useful way. Through a specific selection of questions and a tried and tested analytical procedure, it picks out sincere interest in products that goes above and beyond simple declarations of intent. 

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