"This article by Kevan Chew talks about three companies and how they use concept testing to develop a new product for their brand and how can one successfully conduct a concept test. According to the author, concept testing is a process for companies to understand how their potential consumer feel about the new product before the actual launch of the product. This is important because only less than half of these newly launched products meet their target goals, which leads to serious time and monetary loss to the company. Hence, to avoid future losses it becomes inevitable for brands to test their concept before it launches. Chew uses examples for three organizations, Lego, NASCAR, and Takasago, respectively to explain this concept. Starting with Lego, the company found no matter what marketing strategy they were implying only 9% of their users were young girls. To solve this problem, Lego conducted a new concept testing and research where they found that girls gave more attention to the interior and structure, and did not prefer building single structures. This research helped Lego come up with an entirely new range of toys, called Lego Friends which was specifically marketed to young girls. This new product changed Legos user demographic and increased their sales from $300 million to $900 million in just three years. Similarly, then Chew sheds light upon the methods used by NASCAR and Takasago to successfully launch their new products and projects. Further in the article, he explains the 3-steps that can be taken after to compose and perform an effective concept test for any item. The three steps he listed are, Identify Objectives & Metrics, Choosing a target audience, and establishing testing methods. Chew even elucidates 3 practical ways in which concept testing can be used by brands. The key takeaway from this article and topic was to understand how essential Concept Testing is in the development of a new product. It is important for brands to concept test and follows product protocol to successfully launch and establish a market for their product."

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