Invest in Product Concept Testing

“I really feel like the research that has the biggest bang for the buck, it truly is concept testing,” says Debra Kassarjian, an independent contractor and owner of DKInsights. Kassarjian says concept testing allows you to try different ideas and hypotheses, but it also gives you quantitative information about the concept and the consumer. This information can be used to improve your product. Kassarjian was one of the speakers at Springfield Business Journal's Beyond Data event.

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