The process of implementing a concept test study is complex and its detailed scopes depend on the type of study and the client’s needs. In general, the process consists of three basic stages: planning, execution and reporting. The planning process includes the process of selecting an appropriate target group, choosing research methods and tools to execute the survey. The execution process includes completing the research materials, conducting the survey, analyzing the data and creating preliminary conclusions. Finally, the reporting process produces detailed information on the survey results, in the form of both numerical summaries and visual presentations. All these stages make up the comprehensive process of implementing a concept testing study. This research is particularly important for the market research industry, as it makes it possible to assess the effectiveness of new products or services, as well as their attractiveness to consumers. Concept testing is a process that uses research techniques to examine marketing prospects, as well as to understand how new products or services are perceived by the public. This research can be used to draw conclusions about future consumer behavior patterns, as well as to identify necessary changes in the strategic marketing of products or services.