Concept Testing – Concept Testing is a process of using different type of surveys which can then be used for evaluation in terms of whether a consumer or a buyer would accept the product prior to the launch of actual product in the market. In other words it can be defined as a research which enables us to have a good reasonable understanding of a particular concept’s strength, its weaknesses and shows us factors of improvement of a particular concept.
This basically addresses the situation from a consumer’s point of view whether there is an actual need for the proposed concept or not. This concept testing takes place usually before a commodity is marketed.
Concept Testing is a very critical as well as a necessary part of the process for the makers of consumer packaged goods. (In Text Referencing, page 217). When it comes to the evaluation stage of New Product Development the term concept testing arises in the third phase which is known as Concept Evaluation.
Concept Testing is often considered very critical as it makes a critical addition in terms of its advancement as well as in purifying the conception. As it enables us in measurement of the market share and how much money or revenue the product would generate.
It enables us to predict in advance the demand and demonstrates whether the product is actually in a stage where it could be launched or not. The primary purpose of a concept testing is to refine, develop innovative ideas. And therefore it eventually increases a product’s chances to enter the market successfully without any problems.
Suitable Respondents for the concept test
In this section, the focus would be on customers who might make or break the deal. They need to identify the section of the society which would easily be able to relate to the product. In the case of Virtual Reality Technology, such section would be teenagers, especially between the age group of 13-17 years, as these kids are more inclined towards games and are aware of the trends and latest technologies. The company can collaborate with gaming parlors and gaming zones to showcase its product. It can organize exhibitions, give demonstrations on how this Virtual reality technology works and thus obtain first hand feedback from people who will be actually using it.
And also as my profile within the company is designing and therefore the interviews would be conducted by asking the persons who will play an active role in terms of decision making process whether a product will be bought and the product’s potential improvements (In Text Referencing).
Basically those people who are into technology, who have a detailed understanding of it as they can give us a detailed understanding on the product’s strength, its weaknesses as well as in what ways the product can be improved. In order to specify these people we can talk about users who have used similar products for example Samsung Users when Samsung partnered with Oculus VR to co-develop the Samsung Gear VR which is compatible only with Samsung devices or any other similar products which have been launched previously. (
Concept Testing Procedure to achieve the aims
The concept testing procedure is the initial stage which includes:
1) A Concept Statement – This basically talks about the core purpose of the product, the uniqueness of the product, it talks about the benefits that the product offers to the customers and what makes it different from other competitors.
2) A brief discussion about the respondent groups, (Already mentioned above)
3) A response situation such as how it would be conducted for example the method of contact would be telephonic or would be one on one interactions over skype or in person, or it could be through the exchange of emails,
4) And then it includes interviewing sequence,
5) Trial Interviews are conducted, and
6) Analysis of the interview

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