Concept TestingChapter 9
Concept Testing Chapter 9
Product Development ProcessConceptDetailProductionSystem-LevelTestingandPlanningDevelopmentDesignDesignRefinementRamp-UpQualitativeQuantitativeConceptConceptTestingTesting
Planning Product Development Process Concept Development System-Level Design Detail Design Testing and Refinement Production Ramp-Up Qualitative Concept Testing Quantitative Concept Testing
Concept Development ProcessMissionDevelopmentEstablishTestSetIdentifyGenerateSelectPlanStatementPlanFinalCustomerTargetProductProductProductDownstreamNeedsConceptsConcept(s)Concept(s)DevelopmentSpecificationsSpecificationsPerformEconomicAnalysisBenchmark CompetitiveProductsBuild and Test Modelsand Prototypes
Concept Development Process Perform Economic Analysis Benchmark Competitive Products Build and Test Models and Prototypes Identify Customer Needs Establish Target Specifications Generate Product Concepts Select Product Concept(s) Set Final Specifications Plan Downstream Development Mission Statement Test Product Concept(s) Development Plan
Concept Testing is Used forSeveral Purposes Go/no-go decisionsWhat market to be in?Selecting among alternative conceptsConfirming concept selection decisionBenchmarking Soliciting improvement ideas Forecasting demandReady to launch?
Concept Testing is Used for Several Purposes • Go/no-go decisions • What market to be in? • Selecting among alternative concepts • Confirming concept selection decision • Benchmarking • Soliciting improvement ideas • Forecasting demand • Ready to launch?
Concept Testing ProcessDefine the purpose of the test Choose a survey populationChoose a survey format Communicate the conceptMeasure customer responseInterpret the resultsReflect on the results and the process
Concept Testing Process • Define the purpose of the test • Choose a survey population • Choose a survey format • Communicate the concept • Measure customer response • Interpret the results • Reflect on the results and the process
Scooter Example: Purpose of concept test:- What market to be in?: Sample population:-College students who live 1-3 miles fromcampus- Factory transportationSurvey format:-Face-to-face interviews
Scooter Example • Purpose of concept test: – What market to be in? • Sample population: – College students who live 1-3 miles from campus – Factory transportation • Survey format: – Face-to-face interviews
Communicating the ConceptVerbal descriptionSketchPhotograph or renderingStoryboardVideoSimulationInteractive multimediaPhysical appearance modelWorking prototype
Communicating the Concept • Verbal description • Sketch • Photograph or rendering • Storyboard • Video • Simulation • Interactive multimedia • Physical appearance model • Working prototype
Verbal DescriptionThe product is a lightweight electric scooter that canbe easily folded and taken with you inside a buildingoronpublictransportation.The scooter weighs about 25 pounds. It travels atspeeds of up to 15 miles per hour and can go about12 miles on a single charge.The scooter can be recharged in about two hoursfrom a standard electric outlet.The scooter is easy to ride and has simple controls- just an accelerator button and a brake
Verbal Description • The product is a lightweight electric scooter that can be easily folded and taken with you inside a building or on public transportation. • The scooter weighs about 25 pounds. It travels at speeds of up to 15 miles per hour and can go about 12 miles on a single charge. • The scooter can be recharged in about two hours from a standard electric outlet. • The scooter is easy to ride and has simple controls — just an accelerator button and a brake
Sketch
Sketch
Rendering
Rendering