There are considered to be plenty of limitations of concept testing but the most important one’s have to be the cost of it, as well as competitor awareness.1) Expensive – It is often seen that companies while testing their product concept generally rely of focus groups. And that means relying on focus groups is often considered an expensive process as these focus groups actually cost a lot of money from the companies perspective as they end up paying quite a big amount of money to them. There is one more reason to why it is considered as an expensive process and that is many organisations ensure that their employees are working full time and long hours and generally spending a lot of time on the concept testing as the employees’ wages cost quite a lot to the company and keeping in mind companies end up paying them on penalty rates or at overtime rates.2) Competitor Awareness – Competitor Awareness is considered to be another limitation of concept testing. For example organisations are always at risk of their competitors trying to know more about their particular product. It is often seen that many organisations are learning as well as trying to know more about their competitor’s product within the market.
And they end up doing this with the help of what different type of business strategies their competitors are using and on the basis of how their competitors are marketing their product. An example can be seen where suppose if the time involved in concept testing is a bit long then this actually gives their competitors ample amount of time to research and then actually develop their own products. And after they have known about their competitor’s particular product they can then roll out their products as early as possible.3) Time Consuming – Another limitation of concept testing is that it is time consuming. As most of the organisations often spend most of the time in concept testing because a lot is at stake for these organisations. And another factor is from the consumer’s perspective that they also take some amount of time to get to know about a particular product’s availability within the market which is another time consuming factor