Concept TESTING

IN ADDITION LOOK AT:

PIC EVALUATION

MANAGEMENT INITIAL REVIEW

ASK THREE QUESTIONS:

1. MARKET WORTH

2. FIRM WORTH

3. COMPETITIVE SITUATION

CHARACTERISTICS OF A MANAGEMENT INITIAL REVIEW

1. USE TWO OR MORE EVALUATORS

2. DO NOT USE THE IDEA ORIGINATOR

3. A FAIR HEARING

4. USE DATA

CONCEPT TESTING WITH CUSTOMERS AND OTHER STAKEHOLDERS

-MARKET ANALYSIS OR MARKET POTENTIAL (NPD )

-POTENTIAL CUSTOMER INPUT USING MARKETING RESEARCH WITH SOME EXCEPTIONS:

1. SENSORY PRODUCTS

2. INTELLECTUAL PRODUCTS

3. UNIQUE TECHNOLOGY

RESEARCH STARTS WITH A CONCEPT STATEMENT (CS)

FOUR FORMATS FOR THE CS:

1. VERBAL NARRATIVE

2. DRAWING/DIAGRAM

3. MODEL/PROTOTYPE

4. VIRTUAL REALITY

WHO DO YOU EXPOSE THE CS TO?  …….

-STAKEHOLDERS

-CUSTOMERS. SALESPEOPLE,

-DISTRIBUTORS, SUPPLIERS

-ETC.