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Testing Your Product
- 2. Concept Testing Product Testing Extra: Market Research & Testing
- 3. Differences?
- 5. Concept Testing A process in which a company takes several ideas and determines their viability Test product idea(s) Concept Testing
- 6. Concept Testing Problem Space Conducted in Problem Discovery Phase Concept Testing
- 7. Concept Testing Goals To Confirm Messages ❏ Provide guidance for segmentation strategy e.g. Unique Selling Proposition ❏ To check the degree to which the message that users receive from the concept is consistent with the message intended ❏ The importance of the main idea to consumers To Confirm Relevancy of Solution Ideas ❏ To screen multiple ideas ❏ Concept‘s relevance to consumer needs ❏ The extent to which consumers feel that the concept can deliver the benefits promised Concept Testing
- 8. Concept Testing Methods Triangle Testing Preference Testing Diary Studies Paper prototyping etc. Concept Testing Universal Methods of Design (Bella M & Bruce H), etc.
- 9. Concept TestingConcept Testing Example Issues to solve: to help people easily move from A to B within the same city Idea: Car sharing, rental transportation, etc. Execution: Two or more concepts that contradicted (message or how the solution works) E.g. ● Ride Sharing vs Ride Sharing = Easy vs Connect to people with similar interests ● Car sharing vs rental = Connect to people with similar interests vs Comfort of privacy
- 10. Product Testing
- 11. Product Testing A process of measuring the qualities of products properties. Such as: ● product usability, ● performance, ● security, and ● compatibility Test the real products Product Testing
- 12. Product Testing Conducted in Solution Phase Solution Space Product Testing
- 13. Product Testing Goals To detect defects To measure current product quality To make sure the MVP still convey the intended message Product Testing
- 14. Product Testing Types Post Market Release (Design Evaluation) ➔ For improvement in the next iteration ➔ To validate initial goal Product Testing Pre Market Release To prevent mistakes and avoiding problems when delivering solutions or services to customers
- 15. Variables to Consider Blind Single Product Controlled Environment Branded Variants In-Home Supervised Unsupervised Product Testing VS Product Testing
- 16. Methods Comparison Tests Quality Expectation Usability Testing Alpha & Beta Testing etc. System Usability Scale Focus Group A/B Testing Product Testing Product Testing
- 17. Product x Marketing Market Research Market Testing Extra:
- 18. Market Research ● Sales figures within a market ● Where and how customers buy your product or service, so you can establish the most effective distribution and marketing channels ● How much customers are willing to pay, so you can figure out a competitive price for them and realistic profits for you ● Which sales, advertising, display, and promotion method(s) are most effective https://www.entrepreneur.com/encyclopedia/market-testing
- 19. Market Research Through market research, you'll uncover: ● Demand for a product or service in your market ● Who your customers are ● Your direct and indirect competitions ● Customers opinions about your product and competitors ● How to position your product so that you could take advantage of its unique selling proposition https://www.entrepreneur.com/encyclopedia/market-testing
- 20. Concept Testing Market Research Uncover: Demand, Customers, Competitions, Customers opinions, Unique selling proposition
- 21. Market Testing Gauge the viability prior to a wide scale release https://www.gutcheckit.com/blog/product-vs-market-testing/ Understand actual consumer demand and appeal under the influence of external factors Test products in the real market to identify issues that cannot be discovered during development process +
- 22. Market Testing Gauge the viability prior to a wide scale release https://www.gutcheckit.com/blog/product-vs-market-testing/ Understand actual consumer demand and appeal under the influence of external factors Test products in the real market to identify issues that cannot be discovered during development process = Validate Product Goals and Message to Customers
- 24. Market Testing Market testing does not involve communication with consumers like product testing does https://www.gutcheckit.com/blog/product-vs-market-testing/ Market Testing provides metrics on the actual in-market performance of the product Product Testing gathers information on how to improve the product and can help you understand the relative satisfaction.
- 25. Concept Testing Product Testing To measure current product quality Conducted in Problem Discovery Phase Conducted in Solution Phase To confirm product ideas and the intended messages Test product idea(s) Test the real product / MVP Support Market Research Support Market Testing
- 27. Thank you