Concept tests are popular in market research as they allow the acceptability of a product or marketing idea to be tested before further, greater development costs are incurred. Where the idea has not yet progressed very far, tests of this kind are sometimes referred to as idea tests rather than concept tests.

Qualitative Methods are often used in concept tests as they are less rigidly structured than quantitative tests and allow the subjects sufficient room to develop the idea further. The simplest method of testing the suitability of a concept is to present it to a Focus Group. Once the discussion group has been generally warmed up, the discussion leader introduces the new idea. Once he or she has made sure that all the participants have properly understood the concept, (s)he allows them to discuss it.

A different psychological market research technique, known as Creative Development, goes a step further. This involves a series of individual conversations being conducted by two alternating psychologists and followed by the development team on video.