Concept testing is primarily used to assess new product ideas before significant resources are invested in development. It helps in screening out poor concepts that are unlikely to succeed and refining promising ones by gathering feedback from potential customers. This process ensures that only the most viable and well-received concepts move forward, thus reducing the risk of failure and optimizing resource allocation.
References:
Urban, G. L., & Hauser, J. R. (1993). Design and Marketing of New Products (2nd ed.). Prentice Hall.
Aaker, D. A., Kumar, V., Day, G. S., & Leone, R. P. (2010). Marketing Research (10th ed.). Wiley.