Testing new products and concepts, when done properly, can dramatically improve the odds of a successful launch for a new product or service. This article cuts through the jargon and explains how concept tests and product tests work when done right.

• How testing products and services can dramatically improve the odds of a successful launch
• How to avoid the pitfalls and traps that can plague product tests and concept tests
• Best practices for testing methods that incorporate the voice of the customer in development efforts
• How to evaluate the results of product tests and concept tests