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    Concept & Product Testing: Vivishnavel at SIMC, Pune - December 2010

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    Anuth Siddharth
    This document discusses various methods for testing new concepts and products in market research. It describes when to use different types of concept and product testing such as concept tests, monadic tests, paired comparisons, and blind versus branded testing. The key methods discussed are: - Concept testing is used early in development to evaluate new ideas before significant investment. It assesses consumer opinion, likeability and purchase intent based on initial concept descriptions. - Product testing determines if a new product performs better, equal to, or worse than the concept or existing products. It provides data to help decide if a product is ready for launch. - Different testing techniques like monadic, paired comparisons, and blind versus branded tests are suited to

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    Concept & Product Testing: Vivishnavel at SIMC, Pune - December 2010

    Uploaded by

    Anuth Siddharth
    39 views35 pages
    This document discusses various methods for testing new concepts and products in market research. It describes when to use different types of concept and product testing such as concept tests, monadic tests, paired comparisons, and blind versus branded testing. The key methods discussed are: - Concept testing is used early in development to evaluate new ideas before significant investment. It assesses consumer opinion, likeability and purchase intent based on initial concept descriptions. - Product testing determines if a new product performs better, equal to, or worse than the concept or existing products. It provides data to help decide if a product is ready for launch. - Different testing techniques like monadic, paired comparisons, and blind versus branded tests are suited to

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    This document discusses various methods for testing new concepts and products in market research. It describes when to use different types of concept and product testing such as concept tests, monadic tests, paired comparisons, and blind versus branded testing. The key methods discussed are: - Concept testing is used early in development to evaluate new ideas before significant investment. It assesses consumer opinion, likeability and purchase intent based on initial concept descriptions. - Product testing determines if a new product performs better, equal to, or worse than the concept or existing products. It provides data to help decide if a product is ready for launch. - Different testing techniques like monadic, paired comparisons, and blind versus branded tests are suited to

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    39 views35 pages

    Concept & Product Testing: Vivishnavel at SIMC, Pune - December 2010

    Uploaded by

    Anuth Siddharth
    This document discusses various methods for testing new concepts and products in market research. It describes when to use different types of concept and product testing such as concept tests, monadic tests, paired comparisons, and blind versus branded testing. The key methods discussed are: - Concept testing is used early in development to evaluate new ideas before significant investment. It assesses consumer opinion, likeability and purchase intent based on initial concept descriptions. - Product testing determines if a new product performs better, equal to, or worse than the concept or existing products. It provides data to help decide if a product is ready for launch. - Different testing techniques like monadic, paired comparisons, and blind versus branded tests are suited to

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    Concept & Product Testing

    Vivishnavel @ SIMC, Pune December 2010

    What is a Concept ?
    A Product or a Service Descriptor with or without a Brand ?

    Therefore what is a Product or Service ??


    A Stimulus !!! Explain

    Concept Testing

    When do you do a Concept test ?


    A new idea New product variant New establishment - hotel, shopping complex

    The need ?
    Hi cost of launch, failure Reputation at stake

    So what do we do ...

    If our client
    Wants to launch a soap with olive oil Wants to develop a hi-class residential complex Wants to launch a new mushroom - chicken soup variant Open a new shopping complex Wants to check out the feasibility of launching learn as you earn market research course

    The Objective

    To evaluate concept in terms of :


    Overall Opinion - Dislikes / Likes : Spontaneous Likeability Persuasiveness Uniqueness Relevance Credibility Intention to buy basis Concept

    End point being - Whether the Concept will work

    How do you present the concept ?

    Bland concept statement More fleshed out version without brand Adcept

    When to use which ?

    Bland

    Very early stage When contents are familiar Numerous options, need to shortlist Use inputs to further develop
    Second stage research More or less shortlisted idea Contents unfamiliar, need to familiarise Check idea without brand bias

    Fleshed out

    When to use which ?

    Adcept / branded concept


    Concept idea / benefit well thrashed out Want to add imagery Effect of branding wanted Concept where branding necessary

    Stimulus Material

    Concept statement cards Concept boards Video excursions

    a Audio / Visual explanation

    Who & Where To Interview ?

    Target to be carefully selected


    Clear definition of core and secondary targets Non-rejectors of idea

    Should not dislike olive oil

    Individual or joint decision making

    In home or Central Location (CLT)

    The Final Decision


    Action standards to be defined before study Use benchmarks / norms Compare with concepts that have succeeded in real life Evaluate scores based on category in question

    Any Questions ?

    Product Testing

    Should a Product perform better than Concept?

    Ideal to set expectations for a brand pull, however Product should perform above benchmarks.

    Or Be at Par

    Is not best of options

    Or Be weaker than Concept ?

    - Concept/Communication needs enhancement.

    Why Test Products ?


    Absolutely new product Change existing ingredients

    Add / Remove Cost related decision

    Change in competitors formulation Changing consumer tastes

    What Decisions ?
    Is my new product formulation as good as the old formulation Do I match up to my competitors new formulation Is my product good enough to launch Do people notice the new taste because of change in ingredient

    So How Do We Go About...
    One product or both ? In home or CLT ? Blind or branded ? Same respondent or matched panel ?

    Different Types of Tests


    Monadic Sequential Monadic Round Robin

    Paired Comparison Double Paired Comparison

    When Do You Use ...

    Monadic

    Sequential Monadic

    Go / No Go First of its kind Perceivable diff Benchmarks already exist Ratings wanted in isolation without Competition bias

    Want competitive eval. Perceivable diff. Matched panel not possible Want to measure difference rather than preference

    When Do You Use ...

    Paired Comparison

    Product very similar No perceivable diff Evaluate preference Whether change noticed

    Double Paired Comp.

    When product very very similar Want to see if consumer can prefer same product again For impulse purchase products

    When Do You Use ...

    Round Robin
    Very similar to paired comparison More than two products Each pair evaluated

    In-Home or CLT ?
    Individual use or HH use product Any special usage instruction (hot / cold) Any special exposure requirement (respondent should not see colour of the drink) Special control required (Not sip more than 50 ml)

    Blind or Branded ?

    Effect of Brand wanted or not ?

    Blind Or Unbranded for Product specific evaluation Branded to ensure evaluation of the product with the market power/image of the brand

    The scores at Branded level should be higher!

    Same Respondent or Matched Panel


    Objective of the study Branding effect ? Ease of finding matched panel Clients disbelief at matched panels

    Coding or Product Samples


    Very critical

    quite a few have lost their reputation Indication of strength / concentration / power

    Never use numeric codes

    If use alphabets, start from between


    R, L, S, X Do not use first letter of brand name A,B,C connote class Do not use similar sounding or looking

    codes m-n, q-u, O-Q

    Ideally use unrelated alpha-numerics

    AX34, JR23, ND67

    Any Questions ?

    Quiztime 1
    Taaza - a brand leader in Bombay Due to poor monsoons, tea crop poor Tea auction prices shoot up Need to buy cheaper tea to provide Taaza at same price Need to check if people will find the difference

    How will you go about it?

    Quiztime 2

    Client is a fruit drink manufacturer Have 5 flavours - mango, raspberry, black currant, orange and grapefruit Plan to launch tetrapacks Need to know which ones to launch Mangola, Onjus - the brand leaders in mango and orange drinks People will buy our brand if the drink as good as competition How will you go about it?

    Quiztime 3
    Manufacturer of depilatory product Have added an Active ingredient which removes hair from the roots thus giving smooth skin for a longer time Need to know if this transforms into consumer belief

    How will you go about it?

    Quiztime 4

    Client a tea manufacturer R&D tea have come up with new concentrate for vending machine No more tea bags - ready tea straight from the vending machine - therefore removing human intervention People drink boiled tea Concern - vending machine tea not boiled will it impact taste / taste perception

    How will you go about it?

    Quiztime 5
    Client is a sanpro manufacturer The brand is small brand R&D has developed extra absorbent fibre Makes the brand more dry feel than any of competition Need to check if consumers also feel the same way How will you go about it?

    Quiztime 6
    Client wishes to launch/put up a premium luxury Mall in South Bombay It will have all the luxury brand outlets Importantly all facilities as well Am thinking of an entrance fee Need to check Customer Response to it

    Also Catchment area, Traffic expected


    How will you go about it?

    Quiztime 7
    Client wishes to launch a Soyabean based oil, which helps reduce/control Cholesterol Need to know the acceptance of Concept and Product Vs. Current Practices

    How will you go about it?

    Quiztime 8

    Client wishes to launch a new dish washing machine for the Indian market which a clear focus on the Indian household kitchen
    - That just needs placing the utensil/vessel on a tray (and while switched on) it will wash it as normal as a hand-wash and leave it for drying it on a fixed drying area has created a concept and the product is ready too

    How would you determine the customer response to the same? How will you go about it?

    An Exercise by Batch

    Conceptualize
    A.
    B.

    An new format Ad / TV Promo A PR event

    Create the Concept & Stimulus and design a MR Study to determine / evaluate its impact (success / failure)
    How will you go about it?

    THANK YOU

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