Research, awareness & brand tracking · Core
Concept test
Also called: concept testing
ELI5
Research evaluating reactions to an early idea or proposition.
Used in conversation
“Which sample and method support the conclusion about concept test?”
Pitch context
You will see “Concept test” in brand decks, campaign plans, research reports and performance reviews when the discussion reaches research, awareness & brand tracking.
Why it matters: It helps a reader interpret research, awareness & brand tracking without confusing the measure, decision, role or evidence being discussed.
Sources & evidence · 7
Supporting source families. This entry is an editorial synthesis rather than a quotation from one canonical glossary.
- Scrum Guides — The Scrum Guide — official current versionSupporting source family · primary · checked 2026-08-16
- National Institute of Standards and Technology — Computer Security Resource Center GlossarySupporting source family · primary · checked 2026-08-16
- American Marketing Association — Definitions of Marketing and BrandSupporting source family · institutional · checked 2026-08-16
- U.S. Federal Trade Commission — Advertising and Marketing GuidanceSupporting source family · primary · checked 2026-08-16
- Google Analytics Help — Google Analytics dimensions and metricsSupporting source family · primary · checked 2026-08-16
- Google Ads Help — Google Ads metrics and reportingSupporting source family · primary · checked 2026-08-16
- Interactive Advertising Bureau — Measurement guidelines and standardsSupporting source family · institutional · checked 2026-08-16