Concept Testing – evaluation of several product or service concepts to decide on which one best meets customer needs; helps in eliminating competing concepts, limited pricing feedback and key features preferred in a concept.
Positioning Testing – assessing which of several competing statements about a product or service idea best describes that idea and makes it most appealing to the market; typically includes assessment of relevance, believability, credibility, brand consistency and other key dimensions that might be associated with a positioning statement.
Marketing Communications Testing – studies evaluate how well campaign ideas register with a key target audience, including likes and dislikes, relevance, believability, breakthrough of main idea, brand recall and other key measures; typically includes advertisements, direct marketing campaigns and other forms of communication.