Project management tips

The Purpose of Concept Testing
Concept testing uses quantitative and qualitative methods to evaluate consumer response to a product market launch.

Concept testing is an endeavor used in identifying early on potentially successful products. It focuses on taking into account peopleís reaction to a basic idea of the product, helping in making decisions such as pass/fail or go/no go.

Concept testing is taken place before a product is marketed. Hence, while promising a high probability of consumer acceptance, the attempt minimizes the research and development costs as well as the marketing costs.

The process for concept testing often depends on the type of product being developed, however it can be typically summarized in the following manner:

  • Define the purpose of the test
  • Choose a survey population
  • Choose a survey format
  • Communicate the concept
  • Measure customer response
  • Interpret the results
  • Reflect on the results and the process

Concept testing addresses several purposes. It helps finalize the optimum market that the product should be introduced in. While selecting among alternative concepts, it confirms that the selected concept is most favorable. Concept testing also lays the foundation upon which benchmarking can be carried out in the future. The effort helps in introducing new ideas into the concept. It forecasts the demand and analyzes whether the product is actually ready to be launched.

Nonetheless, it is important to realize that the process of concept testing should be considered as a mechanism to refine, develop and nurture new ideas, thus increasing their chance to penetrate the market successfully.

Other tips

Business case justification
Clarify the Project Goal
Update the Workplan
Planning phase
Getting it right the first time
Successful project
Meeting discipline
Meeting Management
Projects effectiveness
Reward your team
Team management
Power Goals
Be the Projectís Champion
Project change management
Team management
Project initiation
Concept Testing
role team leader
Developing key performance indicators
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