Frazer, SA2009-05-042009-05-041994-071173-0854https://hdl.handle.net/10182/1038Concept testing is a research tool used to assess the market viability of a new product idea prior to incurring the development expense of actually fabricating a product. This paper examines the current literature on concept testing to establish its importance with respect to new product success. The New Zealand mobile radio manufacturer Tait Electronics is used to illustrate how the technique has been applied in this country.encreativityproduct innovationgoods and servicesmarket analysisdecision makingbusiness developmentindustrial productsmarketing strategiesconcept testingentrepreneurshipDiscussion PaperMarsden::340202 Environment and resource economicsMarsden::340205 Industry economics and industrial organisationMarsden::340401 Economic models and forecasting