Testing Offering Concepts Through One-On-One Interviews

Concept testing is a key activity during the strategy phase of the Forrester Product Marketing and Management (PMM) Model. Concept testing validates potential solutions, reveals how buyers value specific features, and verifies buyers’ purchase intent and willingness to pay. This process of determination occurs through concept testing during the design stage of the Forrester PMM Model, in which product managers systematically gather feedback from customers to gauge the commercial viability of product ideas and identify necessary changes. In this report, we review the four key steps involved in conducting concept testing interviews.