Which of the following is the most reasonable response to feedback from concept testing?
• A. A small percentage of consumers voiced serious dislike of the product concept, so it was discarded.
• B. Many consumers suggested changes to a product concept, so the concept was identified as not enthusiastically received and was discarded.
• C. Most consumers liked the basic idea but suggested changes, so changes were implemented, and the revised concept was retested
• D. Most consumers liked a product idea but suggested some minor improvements, so the concept was retained without change and advanced to the next phase of development.