Concept testing focuses on the basic product idea, without the embellishments and puffery inherent in advertising.
At other times concept generation is deliberate: examples include brain-storming sessions, problem detection surveys and qualitative research.
For greater insight and to reach decisions on whether or not pursue further product development, monadic concept-testing surveys must be conducted.
The decision as to which method to use is best left to experience research professionals to decide, as there are numerous implications in terms of how the results are interpreted.
Other well-known products include Decision Analyst's 'Concept Check', Acupoll's 'Concept Optimizer', Ipsos Innoquest and GFK.
However, various debates have existed over whether or not consumers could be trusted to directly indicate the level of importance of each product attribute.
As a result, correlation analysis and various forms of multiple regression have often been used for identifying importance - as an alternative to direct questions.
A complementary technique to concept testing, is conjoint analysis (also referred to as discrete choice modelling).
The results are often expressed in the form of a 'simulator' tool which allows clients to test alternative product configurations and pricing.