In which of the following steps of the new product development process (NPD) does concept testing occur? a. Launch b. Idea generation c. Development d. Idea screening e. Testing

Letter b is correct. Idea generation.

Explanation:

The concept test corresponds to studies and research that are conducted to identify the viability and degree of acceptance of a new product when it comes to market, which occurs in the idea generation phase in the stages of the new product generation process.

It is a relevant test to ascertain the acceptability that the consumer will have for a product in its basic prototype, when well performed and using ideal and quality test instruments, the concept test results will be effective for checking and correcting possible problems, implementation of new features and subsidies to analyze the decision whether or not to proceed with the development of a particular product.