Reduce the risk of commercial failure

"The objective of a concept test is to reduce the risk of commercial failure by giving you an early read about how the market might react so that you can make changes in your design before you have gone too far down one path."

-Kristyn Corrigan, Applied Marketing Science, Inc.

This is a quote pulled from their webinar- Make the Right Choice: How Concept Testing Leads to Better Products.

It's jam-packed with pointers and strategies for big innovation improvement. It's so worth watching!