Product Concept Testing

By Raul Bernardino

Abstract:

Concept of the testing is the attempt predicting the success of a new product idea before putting it on the market. It usually involves getting people’s reactions to a statement describing the basic idea of the product. It is usually conducted as a pass/fail, go/no go test. As I will explain later, this is usually an effective way to kill good ideas. It is disliked by creative people everywhere, with good reason.

Introduction:

The concepts of the testing are one of the processes whereas to use a qualitative and quantitative method in order evaluating costumer’s responses about new product ideas before it is entering to the market. In other word, it is challenging in predicting the successful of the new products ideas prior putting in the market.

The important is to make a distinction between products ideas, products concepts, and products images, Armstrong, G. and Kotler, P., (2010). The products ideas are ideas intended for possible products that industries can offer to the market. The products concepts are the details version of the ideas that are meaningful to the customers. The products images are the way customer perceive a potential products.

Concept development: Formulating new ideas gradually in to the forms are more likely to be accepted in the market. For instance battery powered all electrical cars. Initially the electrical car design was costly; the battery sells for about $100,000; later all electrical cars are can be recharge 120 volt in the normal electrical outlet and the cost is penny per miles to power. The markers have to develop new product into alternatives products concepts whereas those concepts are attractive to the customers.

The important of having the concept testing is to get an acceptance of the new product ideas from costumers and it is also to minimize the research and development cost. The testing method is different from one model to the other models. There are 4 (four) types of testing models. They are as follows:

•      The Exploratory;
•      The Assessment;
•      The Validation;
•      The Comparison;

Below is the diagram of concept testing model:

The Exploratory Test: The objective of this test is examine and exploring potential customers with preliminary design concept, including giving the questionnaires to the customers. This concept analysis is the most essential part of any concept test such as new product prototypes and new product evaluation.

The Assessment Test: The objective of the assessment test is digging more details with alternative solutions for the product to be developed including test the concept or assumption is still relevant.

The Validation Test: The objective is to validate all products developments are met the product standard. This validation test contains the usability, the performance, the reliability, the maintainability, the assembly methods, and the robustness. In other word the validation test aim to test the current functionality and performance of the product, including quality and friendly environment products are met the expectation. The validation test is also doing a formal test including giving a product certification, sign off the safety document, and or other legislative documents. The validation test is much greater than assessment test.

The Comparison Test: the objective of this comparison test is to test every single designs of the new product concept in which to ensure each solution is captured such as performance and preference data. The comparison test is also to determine the advantages and disadvantages of each alternative of the product design solutions.

Reference list:

·        Armstrong, G. and Kotler, P. (2010) Principles of marketing,13th edition, Global edtition: Prentice Hall, Ch. 9

·        Concept Testing, [on-line]. Available from: http://www.betterproductdesign.net/tools/concept/testing.html   (Accessed: 30, 2014)

·        Concept Testing, [on-line]. Available from: http://en.wikipedia.org/wiki/Concept_testing (Accessed: 30 April 2014)

·        The purpose of the concept testing, [on-line]. Available from: http://www.visitask.com/Concept-Testing.asp (Accessed: 30 April 2014)

·        Silverman, G., Concept testing: How to test a concept without killing it, [on-line]. Available from: http://mnav.com/focus-group-center/concept-testing/ (Accessed: 30 April  2014)