Concept Testing is a product development method that evaluates consumer response to an early product idea through structured feedback mechanisms before full-scale development and market launch.
325
Publications
16.7K
Citations
716
Authors
307
Institutions
Publications per year
2017–2026
68
Publications
325
Managing What Consumers Learn from Experience
Stephen J. Hoch, John Deighton · Journal of Marketing · 1989 · 1K citations
Controlled experiments on the web: survey and practical guide
Ron Kohavi, Roger Longbotham, Dan Sommerfield et al. · Data Mining and Knowledge Discovery · 2008 · 683 citations · Full text
Computing, Data Science, A/b Testing +16
1–5 of 325
Authors
716
- ED
6
h-index
- RK
4
h-index
- PS
4
h-index
- LP
3
h-index
- HM
3
h-index
1–5 of 716
Institutions
307
University of Illinois Urbana-Champaign
Urbana, United States
7 h-index
13 publications
918 citations
University of Pennsylvania
Philadelphia, United States
6 h-index
7 publications
240 citations
Carnegie Mellon University
Pittsburgh, United States
5 h-index
7 publications
417 citations
University of California, Los Angeles
Los Angeles, United States
4 h-index
6 publications
268 citations
University of Alabama
Tuscaloosa, United States
4 h-index
5 publications
301 citations
Massachusetts Institute of Technology
Cambridge, United States
4 h-index
5 publications
390 citations
University of Massachusetts Dartmouth
North Dartmouth, United States
3 h-index
4 publications
322 citations
George Mason University
Fairfax, United States
3 h-index
3 publications
161 citations
1–8 of 307
Venues
- Journal of Product Innovation Management
25 publications · 1.3K citations
20
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- Journal of Marketing Research
12 publications · 851 citations
11
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- Food Quality and Preference
7 publications · 256 citations
8
h-index
- Journal of Marketing
JM · 5 publications · 1.5K citations
5
h-index
- Journal of Business Research
JBR · 4 publications · 154 citations
4
h-index
1–5