Selecting the right type of product test

Selecting the right test type is as important as running the test itself. Each method plays a role in the development cycle, but its value depends on timing and intent. Product testing typically involves 6 main types:

• Concept testing used early to measure customer interest in an idea and clarify which features matter most.
• Prototype testing examines early product models, from sketches to interactive prototypes, to reveal usability issues before full development
• Quality assurance (QA) testing checks whether functions work correctly in a controlled environment before public release.
• A/B testing compares two versions of a feature or design to identify which performs better with users.
• Market testing exposes the product to a limited group of customers to forecast sales and refine distribution strategies.
• User testing observes how customers interact with the product after release to uncover usability issues.
• Regression testing ensures that updates or new features do not break existing functionality.

Together, these methods form a toolkit for gathering evidence at different stages of development. Choosing the wrong type can generate misleading data, while aligning the test with the question at hand produces actionable insights.