A preliminary stage in the product (or service) development process where marketers attempt to obtain initial feedback about their ideas from both external and internal stakeholders.

The second phase in the development of a new product.  Potential purchasers are introduced to the foremost idea or definition of the product – this is concept testing. Following this the potential purchaser is presented with the product itself in final or prototype form – this is product testing.

See also:
Market research
Stakeholder