Concept testing

What are the 7 steps of concept testing?

1. define purpose (primary questions) 2. choose survey population (mirrors target population) 3. choose survey formate (phone, in person, email, internet) 4. communicate concept (verbal, sketch, photo, rendering, storyboard, working prototype) 5. measure customer response 6. interpret results 7. reflect on results

Why is concept testing important?

1. verifies that customer needs have been met 2. assess sales potential 3. gather customer information to refine product development

How can a team reflect on concept testing?

FORECAST MODEL is important because: 1. understand overall size of market --> increase size by expanding to alternative markets? 2. availability / awareness --> can be increased w/ promotional plans 3. increase fraction customers who are likely to purchase --> change design / attractiveness

How can results be interpreted?

Quantitative way to compare the amount of sales per concept annually Q = N x A x P Q: sales annual N: number of annual purchases A: awareness x availability (fractions) P: probability of purchase (surveyed) P = C (definitely) x F (definitely) x C(probably) x F(probably) F stands for fraction of definitely, or fraction of probably C stands for constants (default C(definitely) = .4 , C(probably) =.2

What is concept testing?

goal is to solicit response to a description of a product concept from a potential customer --direct information, predictions on how many units sold, less reliant on opinions of team