Concept Testing is the process of evaluating likely customer response to a product idea prior to its introduction into the market. It can be simple and quick or iterative and sophisticated. It can also be used to generate communication designed to alter consumer attitudes toward existing products. It is not the process of creating the concept: that is ideation. Concept testing methods have failed to accurately quantify the relationships between consumer response to concepts and consumer choice of existing products which compete in the same consumer market.