Proof of concept testing
Proof of concept testing occurs before the prototyping stage and is a method for testing the idea – rather than the product or service. It usually involves asking members of the target audience to assess, rate and/or refine the product concept.
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How do you get around the biases of the target/testing audience? As Marty Neumeier points out in ZAG, the 'good but different' quadrant does not do well in focus groups, consumer evaluations, etc., and yet is the most significant quadrant for substantial gains and improvements?
People prefer what they know and will often resist what is new, even if, in the end, it is better than what they currently have. The Herman Miller Aeron Chair did not fare well in test groups but ended up redefining the category.