Product Concept Testing: Class Preview

Product Concept Testing
Practical Steps for Research Success

Please note: these are a few slides excerpted from a 44-minute online class, which is available at: http://www.researchrockstar.com/
The online class is fully narrated, and available for immediate viewing in Flash format.
For a free membership: http://www.researchrockstar.com/try-a-free-membership/
© Copyright 2009. Research Rockstar LLC. All rights reserved.

Which of several product concepts to pursue?
How to optimize a new product concept?

If Hiring an Agency
Do:
RFP
Write an RFP
Send RFP to 3 – 5 agencies
Hire a reputable agency

Don’t:
Never use market research as a lead generation mechanism

Sampling of Analysis Options

What NOT to do

Simulating Buying Decisions
Goal: avoid overly optimistic or pessimistic responses
Real products have multiple attributes
Real products have price-attribute trade-offs

A Deeper Look at Quant

Common Challenges & How to Avoid Them

Things are not always as they appear

3 Things to do Before You Deliver Product Concept Testing Results

What We Covered

Introduction to product concept testing
Jargon
Scope
Analysis options
Quantitative & Qualitative
Avoiding common challenges
3 Steps before delivering research results

We hope you enjoyed these sample slides from Research Rockstar’s online class, “Product Concept Testing.”
For more information, please visit http://www.researchrockstar.com/
The online class is fully narrated, and available for immediate viewing in Flash format. For a free membership: http://www.researchrockstar.com/try-a-free-membership/