A method, network entity and computer program product are provided for conducting a prediction market to test product concepts. In particular, an interface may be provided from which a user may select one or more markets in which the user would like to participate in a prediction market. Information associated with each of a group of product concepts falling within one of the selected markets, including a stock price, may be retrieved and displayed to the user. The user may indicate a number of shares he or she would like to purchase in at least one of the product concepts, and the stock price associated with each of the product concepts may be adjusted based on the number of shares purchased. A report may be generated and transmitted to a merchant associated with the product concepts being tested, wherein the report may include a volume weighted average price associated with each product concept.