Lever brothers is considering an idea for a new liquid laundry detergent that contains a whitening agent. the company presented its proposed new product to a group of potential customers in the form of a short explanation and questionnaire. lever brothers is conductinga. screening. b. pricing. c. a business analysis. d. idea generation. e. concept testing.

e. concept testing.

Explanation:

Concept testing is the method of determining the likely reaction of the consumer to a product idea prior to advertising.

The purpose of concept testing is to verify that a product idea is superior over competitive solutions to help consumers get a job done through a work-to-be-done lens.

We need to know what measures consumers use to assess the successful implementation of the work-to-be-done to make this decision.

The concept testing procedures succeed because such consumer measures are developed around them.Using this approach is the only idea test method and is an important step in our cycle of development, Outcome-Driven Development (ODI).