Concept Testing and Development
Concept Testing and Development
in
new product DEVELOPMENT
Shruthi S Waghmare
Manipal
What is new product
concept?
Webster’s says a “concept” is an idea or an abstract notion.
Businesspeople use the term concept for the product
promise,the customer proposition and the real reason why
people should buy.
New Products Process
Segway Inc.
US-based company
The concept was a two-wheeler electric –powered scooter that could be easily folded
and carried. Segway.inc wished to access the customer response to this concept in order
to decide to proceed with its development and to support the company’s financing
efforts
Opportunity identification
and selection
Dean Kamen saw
opportunity to
solve urban
problems
Create vehicles of
minimal space,
able to maneuver
and use on
pavements
Inspiration from
IBOT wheelchair, a
6-wheel balancing
machine for the
CONCEPT TESTING
Concept testing presents the consumer with a proposed
product and measures attitudes and intensions at this early
stage of development
Concept testing is based on data gathered directly from
potential customers and relies to a lesser degree on
judgments made by the development team
It is also closely related to concept selection and prototyping
were, it involves some kind of representation of the product
concept.
Seven step method-concept testing
STEP1
Define the purpose of the concept test
Concept testing is an experimental activity, and so its
very essential to know the purpose of the
experiment to design an effective experimental
method.
pursued?
--How can the concept be improved to better meet
customer needs?
--Approximately how many units are likely to be sold?
in concept testing
-fidelity of the concept description-actual
Availabilit Fraction of
Overall y and
size of customers who
awareness are likely to
the market of the purchase
product
Thank
You