New Products Management

1
New Products Management

• Chapter 9
• Concept Testing

2
Procedure for a Concept Test

• Prepare concept statement
• Clarify specific purposes
• Decide format(s)
• Select commercialization
• Determine price(s)
• Select respondent type(s)
• Select response situation
• Define the interview
• Conduct trial interviews
• Interview, tabulate, analyze

3
Some Key Issues in Concept Testing

• Concept statement narrative, drawing, model?
• Respondent group Lead users? Large users?
• Response situation Where? How?
• Interviewing sequence Believable? Important?
  Interesting? Would it work? What problems do they
  see? Would they buy?
• Test procedure, change and implement, study
  findings.

4
Stimulus Presentation and Response Type

• Sample of a Plain Verbal Description
• Here is a tasty, sparkling beverage that
  quenches thirst, refreshes, and makes the mouth
  tingle with a delightful flavor blend of orange,
  mint, and lime.
• It helps adults and kids control weight by
  reducing the craving for sweets and between-meal
  snacks. And, best of all, it contains absolutely
  no calories.
• 1. How different do you think this diet soft
  drink would be from other available products now
  on the market?
• 2. Assuming you tried the product and liked it,
  about how often do you think you would buy?

5
Why Choosing the Criterion is Important

• Choose between
• Mercedes, 5-year warranty, 60,000
• Taurus, 3-year warranty, 20,000
• Which do you prefer?
• Which are you more likely to buy?

6
Benefit Segmentation in Swimsuit Market
Figure 9-3
7
Figure 9-4
Joint Space Map Showing Ideal Points
3
2
Aqualine
Comfort
1
Molokai
Islands
Fashion
Splash
Sunflare
8
Figure 9-5
Joint Space Map Showing Ideal Vectors
Comfort
Benefit Segment 1
Aqualine
X
Overall
Islands
Molokai
Benefit Segment 2
Fashion
Sunflare
Splash