Concept testing is defined as a research method that involves asking customers questions about your concepts and ideas for a product or service before actually launching it. Thus, you can gauge your customers' acceptance and their willingness to buy and therefore make critical decisions before the launch.

1. Why is concept testing an essential tool for product managers and senior executives?
2. Why is concept testing critical to the success of a new product or service?
3. Briefly discuss situations in which concept testing will be less useful.