testing helps an organization determine early in the new-product process how the customer may perceive the product, as well as who would use it and how, before additional investment is made.

Concept testing

Explanation:

Concept Testing: This is e process by which details, attributes and benefits of a new product are presented to the customers to get feedback from them before additional investment is made. It is used to determine whether a new product will be accepted in the market or not before making more investment commitment towards the product.

Concept testing also refers to the process of using both qualitative and quantitative method to evaluate customer's reaction towards a new product. Concept testing focuses on collecting data or information from prospective customers about a new product before the product is made available in the market.

Instrument such as questionnaire is used to collect data during concept testing.

It is worthy of note to know that the instrument used in concept testing should be of high quality in order to achieve the best results.

b is the correct answer