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PRESENTERS           Amritha                Soumyadeepa Dhar         ChottakurienSachal                  Rohit Nayal      ...
A Humble Request: Please Reserve All YourQuestions Till The End Of The Presentation
AGENDAIn this presentation, we will attempt to answer   the:-Of Concept Testing
WHAT IS A CONCEPT TEST   Stage in product development process  where a detailed description of a product    (and of its at...
TYPES OF CONCEPT TEST Concept Screenings - Quantitative evaluation of  consumer response to the product ideas presented ...
PRODUCT DEVELOPMENT PROCESS                                      Product                                      Testing     ...
OBJECTIVE Process of using quantitative methods and  qualitative methods To evaluate consumer response to a product idea ...
WHY IS CONCEPT TESTING USED? Understand how your customers react to concepts Estimate price sensitivity and purchase lik...
BUSINESS CRITICAL QUESTIONS:• Which concept(s) do consumers prefer?• What features of my new product are most appealing an...
CONCEPT TESTING PROCESS Define                                                             Reflect          Choose a  the ...
HOW AND WHERE ?• In-depth Interviews• Focus groups• Field surveysIMPORTANT• Qualitative for Idea Generation• Quantitative ...
WHO DOES IT• Category Creators• Category Upgraders with product differentiation• Category Upgraders with positioning diffe...
SEVERAL WAYS TO SHOW CONCEPTS• Product concept statements• Pictures and Videos• Interactive Multimedia• Product samples or...
EXAMPLE OF CONCEPT TESTING FLIER
PACKAGING TESTING EXAMPLE
DESIGN TESTING EXAMPLE
CONCEPT TESTING – DAIMLERCHRYSLER           • DaimlerChrysler is getting ready to commercialize its             experiment...
An efficient, fun-to-        CONCEPT TEST                        drive, fuel-cell- to consumers symbolically or           ...
CONCEPT TEST SUCCESS STORIES           • In recent polls, Nabiscos Oreo Chocolate             Cones concept received a rar...
CONCEPT TESTING FAILURES            Nubrush Anti-Bacterial             Toothbrush Spray             disinfectant, from Ap...
CONCEPT TESTING FAILURES            Another concept that fared poorly             was Chef Williams 5 Minute             ...
VIDEOExample:GM EN-V Concept Test Drive in Shanghai, ChinaLink to video:http://www.youtube.com/watch?v=GvIg9O5Gezc
Marketing research_Concept testing
Marketing research_Concept testing
Marketing research_Concept testing
Marketing research_Concept testing
Marketing research_Concept testing
Marketing research_Concept testing
Marketing research_Concept testing
Marketing research_Concept testing
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Marketing research_Concept testing

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Marketing research_Concept testing

  1. 1. PRESENTERS Amritha Soumyadeepa Dhar ChottakurienSachal Rohit Nayal Vinay Nadiger
  2. 2. A Humble Request: Please Reserve All YourQuestions Till The End Of The Presentation
  3. 3. AGENDAIn this presentation, we will attempt to answer the:-Of Concept Testing
  4. 4. WHAT IS A CONCEPT TEST Stage in product development process where a detailed description of a product (and of its attributes and benefits) is presented to prospective customers or users, to assess their attitudes and intentions toward the product Remember: Concept testing involves testing the“idea” of something, rather than the actual “thing” itself
  5. 5. TYPES OF CONCEPT TEST Concept Screenings - Quantitative evaluation of consumer response to the product ideas presented Positioning - Concepts within the same functional product class are positioned and evaluated together Pre-market Concept Tests - The concept is compared to competing products to determine if the product delivers what is promised by the concept
  6. 6. PRODUCT DEVELOPMENT PROCESS Product Testing Product Development Feature DevelopmentConceptTesting
  7. 7. OBJECTIVE Process of using quantitative methods and qualitative methods To evaluate consumer response to a product idea prior to the introduction of a product to the market To generate communication designed to alter consumer attitudes toward existing products
  8. 8. WHY IS CONCEPT TESTING USED? Understand how your customers react to concepts Estimate price sensitivity and purchase likelihood Identify features and benefits that drive purchase Identify target consumer segments Assess how target consumers want the product designed & packaged
  9. 9. BUSINESS CRITICAL QUESTIONS:• Which concept(s) do consumers prefer?• What features of my new product are most appealing and least appealing to consumers?• What are the perceived pros and cons?• Should I move ahead with the winning concept?• Which market should I be in?• What is the likelihood of people purchasing or recommending my product?• How should my product be positioned relative to competing products or technologies?
  10. 10. CONCEPT TESTING PROCESS Define Reflect Choose a the Choose a Communi Measure Interpret on the surveypurpose survey cate the customer the results populatio of the format concept response results and the ntest process
  11. 11. HOW AND WHERE ?• In-depth Interviews• Focus groups• Field surveysIMPORTANT• Qualitative for Idea Generation• Quantitative for Concept evaluation• Maximum 3 concepts is tested on one respondent• Concept Test can be done any number of times till the concept is ready• Pictorial as much as possible
  12. 12. WHO DOES IT• Category Creators• Category Upgraders with product differentiation• Category Upgraders with positioning differentiation
  13. 13. SEVERAL WAYS TO SHOW CONCEPTS• Product concept statements• Pictures and Videos• Interactive Multimedia• Product samples or prototypes• Simulation• Storyboard
  14. 14. EXAMPLE OF CONCEPT TESTING FLIER
  15. 15. PACKAGING TESTING EXAMPLE
  16. 16. DESIGN TESTING EXAMPLE
  17. 17. CONCEPT TESTING – DAIMLERCHRYSLER • DaimlerChrysler is getting ready to commercialize its experimental fuel-cell-powered electric car. • DaimlerChryslers task is to develop its fuel-cell powered electric car into alternative product concepts, find out how attractive each is to customers, and choose the best one. • A moderately priced subcompact designed as a Concept 1 second family car to be used around town. The car is ideal for running errands and visiting friends. • A medium-cost sporty compact appealing to young Concept 2 people. • An inexpensive subcompact "green" car appealing to Concept 3 environmentally conscious people who want practical transportation and low pollution.Source: Retrieved from http://gmx.xmu.edu.cn/ews/business/pmarketing/chapter09.htm
  18. 18. An efficient, fun-to- CONCEPT TEST drive, fuel-cell- to consumers symbolically or The concept will be presented powered electric physically. Here, in words, is concept 3: subcompact car that seats four. This high- tech wonder runs on liquid hydrogen, providing practical and reliable transportation with almost no pollution. It goes up to 90 miles per hour and, unlike battery- powered electric cars, it never needsSource: Retrieved from http://gmx.xmu.edu.cn/ews/business/pmarketing/chapter09.htm
  19. 19. CONCEPT TEST SUCCESS STORIES • In recent polls, Nabiscos Oreo Chocolate Cones concept received a rare A1 rating • Consumers think it is an outstanding concept that they would try and buy • Lenders Bake at Home Bagels were also a big hitSource: Retrieved from http://gmx.xmu.edu.cn/ews/business/pmarketing/chapter09.htm
  20. 20. CONCEPT TESTING FAILURES  Nubrush Anti-Bacterial Toothbrush Spray disinfectant, from Applied Microdontics, received an F.  Consumers found Nubrush to be overpriced  Most dont think they have a problem with "infected" toothbrushes.Source: Retrieved from http://gmx.xmu.edu.cn/ews/business/pmarketing/chapter09.htm
  21. 21. CONCEPT TESTING FAILURES  Another concept that fared poorly was Chef Williams 5 Minute Marinade, which comes with a syringe customers use to inject the marinade into meats  "I cant see that on grocery shelves," comments an Acu-Poll executive  Some consumers might find the thought of injecting something into meat a bit repulsive,  And "its just so politically incorrect to have this syringe on there."Source: Retrieved from http://gmx.xmu.edu.cn/ews/business/pmarketing/chapter09.htm
  22. 22. VIDEOExample:GM EN-V Concept Test Drive in Shanghai, ChinaLink to video:http://www.youtube.com/watch?v=GvIg9O5Gezc

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