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Usability Test
Concept Testing
A researcher presents a simplified representation of a product or service idea to the people it is intended for, then gathers their feedback to determine if the concept meets their needs. It can be conducted with individuals or groups, in person or remotely.
When This Method Fits
Typical duration
Days – Weeks
Typical cost
Low – Medium
Fidelity level
Mockup
Stage
Discovery, Feasibility
Hypothesis type
Desirability
Goal type
Find product-market fit, Deepen product-market fit, Validate go-to-market strategy, Maximize societal impact
Randomization
N/A
Study design
Individual case report
Minimum units needed
5
1Best Fit When
Best when you need to test whether a product/service concept resonates with its intended audience before investing in building it.