Concept testing and product testing are two different phases of the product development process. Concept testing happens in the early stages of the development lifecycle, before a prototype or product has been physically produced. Concept testing is used to evaluate the probable consumer response to a product idea before it has been created and introduced to the market. Once concept testing has been carried out, the winning product is moved to the next level of development.
Once the product has been developed, it enters further market research testing phases, which are usually iterative to determine the best features, packaging, flavors, or variants.