Developing a product from infancy to its full grown form requires stages of rigorous testing. In this ever evolving market, where multiple forces work and pull new launches towards their success or eventual doom, it becomes even more imperative that we be doubly sure before introducing a new idea/product to the world.

Even then, brand and product managers often cringe from conducting concept tests – often times citing crunched go-to-market timelines, uncertainty around who will conduct the tests, how will it happen, is it the right way to test, will it give me a clear decision?