Concept test studies are appropriate in the initial screening of new product concepts. Likes and dislikes about the concept and evaluation of acceptability and likelihood of purchase are especially useful measures.

General Measures that are part of a New product Concept Analysis
Concept Presentation (For New Products or Services )
Present the new concept description; Be sure to describe completely. You can use graphics, video, audio, samples or whatever best portrays the concept and associated attribute and benefit messages.

Overall Reaction
Concept need / relative improvement over current method of doing things
Overall reaction to the concept (acceptability, desirability, interest)
Likelihood of purchase of concept

Detailed Concept Analysis
Likes and Dislikes about the concept
Concept attribute list evaluation
Awareness of competing products or companies
Awareness of substitute and complementing products
Superiority over other existing products

Use Situation
Use situation evaluation (likelihood of use in specified situations)
Current use of similar or competing products
Frequency of product use

Value Analysis
Evaluation of product value
Price sensitivity analysis
Preferred method of purchase

Segmentation Analysis
Market segment identification as most likely to use
Type of communications (message, source, media) that would help you decide to purchase