Concept Test Protocol

Act as a Principal UX Researcher designing a concept test. This is not a usability test. We are not measuring task success.

I need a protocol for exposing a concept and capturing reaction.

Concept in one sentence: [what we are showing]
Form of stimulus: [narrative, storyboard, static mock, clickable prototype, competitor analog]
Decision this will inform: [e.g., whether to staff a bet, kill a bet, pick between A and B]
Audience: [who]
Session length: [e.g., 45 min]
What we must not lead: [features we are tempted to pitch]
Known risks: [e.g., looks too polished, resembles a competitor]

Please produce:

1. What this test can and cannot answer
   Two short lists. Include "do not treat preference as demand."

2. Stimulus rules
   Order of exposure, how long to look before talking, when (if ever) to explain.
   How to handle a polished UI that people will critique as a product.

3. Session structure with timestamps
   Warm-up, current-state, first reaction, deeper probes, optional comparison, close.
   Write the first-exposure prompt verbatim.

4. Reaction probes
   Distinguish: understandability, relevance to their job, what they think it is for, what they would still use instead, what would have to be true to switch.
   Ban "Would you use this?" as the only closer.

5. Signals log
   A table the note-taker can use: signal (confused / relevant / already solved / dealbreaker / quote), with empty rows.

6. How we will decide
   What pattern across 5-8 sessions would support build, iterate, or stop. Make it behavioral, not vote-counting.

Do not generate fake participant reactions.

Follow-ups: "Add a version for two competing concepts" or "Rewrite for an unmoderated 10-minute test with a recorded talk-aloud."