CONCEPT TESTING: A DISCUSSION

Concept development, evaluation and testing in the new (food) product development situation are reviewed. An analysis is made of why, how and when to concept test, based on previous authors' work and various pre‐product launch situations. Emphasis is made of concept testing's validity and its use as an aid in successful product development. The use of concept testing during the reformulation of existing products is considered in depth — an area which has previously lacked adequate appraisal. The flexibility of concept testing is highlighted in particular case study examples, reflecting a feeling that concept testing should not be isolated within the new product development process.