Pdf this study conducted in order to test the product concept of good hair spray. After a new product has been identified in the idea stage as having market potential the concept testing process, through interaction with consumers, obtains. Concept testing helps you get your product perfect prior to launch. To convert the idea into reality, it is important that the product is accepted in the market.
Below are three steps to designing your perfect concept test. For a product or service to be successful in your target market, it is important to understand whether it will be wellaccepted by your clientele or not. All too often, product managers would find out that customers wont use a product or feature until after its been developed and marketed. If you want to greatly increase the odds of turning a product concept into a profitable asset, market research testing is essential. Single concept evaluation monadic respondents complete a full evaluation of a single concept. Both of these companies have strived hard on their. Concept testing, product architecture and generation. These include logo testing, social media campaigns, web design and content, and in product and concept development. Concept tests involve ideas for products, rather than actual products or prototypes. This was prompted by a national retailer that was refusing to carry an existing, derivative product because it did not feel the product fit in well with the retailers existing.
Done well, concept testing is a powerful mechanism to help you identify. Pdf product concept testing good hair spray researchgate. Concept testing can be used in different business and marketing challenges. For example, if a company wished to test a new formulation of strawberry ice cream, it would make sense to test the ice cream among consumers who eat ice cream and like the flavor strawberry. Concept testing comes in a variety of formsfrom product concepts, ads, or potential names for your companyproduct. New product concept research report wendy ferguson. It can also reveal product strengths that would be useful to enhance. The process of testing things on your target audience helps your team find out what works and what doesnt before deciding how to best move forward. The concept is truly applicable in some niches such as electronics and mobile handsets. Seen through a jobstobedone lens, the goal of concept testing is to validate that a product concept is better than competing solutions at helping customers get a job done.
Concept generation and screening product specifications are then used to develop different product concepts that satisfy customer needs. The research was con ducted online among a national sample of american consumer opiniononline panel members. Survey of response and expectation of consumers to the. There are many companies that launch very successful products and services without any customer testing. Product concept testing identifies points of product weakness and potential market failure that can be fixed before launch. There are several different ways to test your concepts. Over time, this helps your team focus on executing the best ideas while staying away from mistakes that leave a lasting. The definition of concept testing is the process of getting an idea evaluated by your target audience before it becomes available to the public. Concept testing has become far more prevalent as product managers have experienced the consequences of deploying a build and see approach that entails investing big budgets into concepts without knowing if theres market demand. The purpose of concept research is to test if the newly developed product concepts are attractive to the target group. A concept testing survey enables you to test an idea or concept before introducing a product or service into the market. The different concepts are then compared in order to select the. Top 7 product concept test survey template questionpro. Logo testing logos express the brands character and depict the business market engagements.
Purpose the purpose of this paper is to better understand current concept testing practice and its role in the new product development process. The number of product concepts finally chosen depends on the resources of the company and its strategy for new products. Concept testing is the process of evaluating likely customer response to a product idea prior to its introduction into the market. Product tests are usually conducted among consumers who have interest in or experience with a product category. The product is a lightweight electric scooter that can be easily folded and taken with you inside a building or on public transportation. In a concept test the team solicits a response to a description of the product concept from potential customers in the target market. The scooter can be recharged in about two hours from a standard electric outlet. It travels at speeds of up to 15 miles per hour and can go about 12 miles on a single charge. Chapter 1 product design and development in the industrial. Product concept test survey template is a questionnaire which consists of 7 critical questions on product testing. Concept testing evaluates new concepts before the product is developed. It includes anything from product concepts to ad campaigns. Product introduction,market analysis,models,forecasting,market research item.
Some of the concepts may be generated by the development team as novel solutions but others may be based on existing solutions or patents. By definition, new product concept tests are ambiguous and lend. Concept testing, purchase motivation, brand positioning summary a leading producer and distributor of aftermarket fluids and additives was considering a reformulation of its topselling, trademarked product. To make this determination, we must know what metrics the customers use to measure the. Every product, before it is actually introduced in the market, is an unproven idea. The product concept proposes that consumers will prefer products that have better quality, performance and features as opposed to a normal product. Product concept testing identifies points of product weakness and potential market. But before that, it is important for organizations or businesses to know if there is a demand in the.1344 1009 316 951 1126 900 407 1476 1298 1136 379 817 834 223 884 1513 1009 1587 1004 1359 994 1306 318 51 706 383 1286 1189 312 1261 89 57 661 1091 127 558 805 1040 716 1348 196 991 1434