Limitations of Concept Testing:
There are considered to be plenty of limitations of concept testing but the most important one’s have to be the cost of it, as well as competitor awareness.
1) Expensive – It is often seen that when any company test their product concept they generally tend to rely on focus groups and relying on focus groups is often considered to be an expensive process as these focus groups usually cost a lot of money to the company as the company has to pay quite a huge amount to these focus groups. And another reason why this is considered expensive is because organisations make sure that their sub-ordinates work full time on the concept testing which can lead to a high amount of cost for the company.
2) Competitor Awareness – Another limitation that is involved within the concept testing is competitor awareness. As any company is always at risk of their competitors learning or getting to know more about their particular product. Competitors can also learn about a particular product with the help of how the company advertise their products and what type of business strategies they use in order to market the product. For example if the duration of concept testing is a bit long then it allows the competitors enough time to actually develop their own products. And then after getting to know about a competitor’s product they can then roll out their products very quickly

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