When Concept Testing is Impossible

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Fresh from my own pain....when Concept Testing is Impossible:

1. When the idea is an experience. There are some things that you simply have to try before you know if you'll like them.
   
2. When the idea is new. If the idea is new, customers can't understand it or they can't believe it.
   
3. When you can't reach your customers. You're supposed to be able to reach your target audience - how else will you have a product? But it can be very hard to reach them for testing. But what about customers that reach each other through viral activity? A viral test? Maybe on Opposite Day when everyone forwards the most boring links they have ever seen.
   
4. When it's an idea that is anti-test environment. No one likes surveys, especially marketing surveys. And what if you're a college student? What if you are a person who cannot even be motivated to do homework?
   

Solution: throw the idea out there, and improve it iteratively. With tiny resources at hand, this means starting with a kernel of a product.

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