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Concept Testing Presentation
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CONCEPT TESTING
Introduction
Numerous ideas and concepts generated during the ideation process are initially screened
in idea screening process. It is taken to the next phase which
the concept testing page
Difference between
IDEA SCREENING AND
CONCEPT TESTING
IDEA SCREENING The screening process of various ideas done
internally by the company
CONCEPT TESTING
Screening process of ideas carried out by taking the judgement of the customers
CONCEPT TESTING is a systematic procedure to
predict the success of a new product idea before it gets
marketed.
CONCEPT TESTING is also defined as a quantitative
research tool that evaluates and diagnoses, in detail, the
possible performance of fully developed conceptual ideas
that have been created to meet customer desires.
CONCEPT TESTING also provide useful inferences
which provides guidelines for communication of product
benefits, packaging, advertising, sales approaches,
product information, distribution and pricing.
CONCEPT TESTING also provide useful inferences
which provides guidelines for communication of product
benefits, packaging, advertising, sales approaches,
product information, distribution and pricing.
CONCEPT TESTING is mainly carried out as personal interviews, telephonic
interviews, mail interviews or focused group discussion.
2 Ways of Concept Testing
1.Monadic Test - Each respondent is asked to rate one concept and is expected to answer a few questions without exposing to the competitive brands. 2. Competitive Test- Existing brands are presented to the respondent as concept statements and their choices are recorded based on purchasing patterns, buying intentions and preferences. Afterwards, the new concept is introduced and the respondents are required to evaluate on the same basis.
Techniques for Concept Testing
1. Buying Intention Score
No. of trials = Buying intention score x Awareness level x Distribution coverage
Techniques for Concept Testing
1. Buying Intention Score
No. of trials = Buying intention score x Awareness level x Distribution coverage
Techniques for Concept Testing
2. Quadrant Analysis - It is essential to have data on the importance
attached by consumers to the various attributes of the concept under evaluation and how to evaluate the concept wit regard to each concept
- Example concept statement is “a water bottle that occupies less space (less than half), holds huge volume of water (2 liters) and quite compact
Techniques for Concept Testing
2. Quadrant Analysis
Attributes Importance Concept Rating
Small size 3 3
Volume 3 2
Ease of carrying
1 3
Techniques for Concept Testing
2. Quadrant Analysis Excellent
Poor
Very Important
Not Important
Techniques for Concept Testing
3. Joint Space Analysis
- Basis for the analysis is the perceptual map but it provide individual consumer preferences apart from brand perceptions regard to each concept
- Joint space represents the brands along with preferential locations in the map either through ideal points or preference vectors
Techniques for Concept Testing
3. Joint Space Analysis Current Affairs
Mythology Shows
2 1
3
Techniques for Concept Testing
3. Joint Space Analysis Current Affairs
Mythology Shows
Techniques for Concept Testing
4. Discriminant Analysis
- The main idea behind this analysis is understanding of F-ratio.
- F-ratio is the ratio between differences of brands to their respective within differences. Competitive approach in data collection should be used
Techniques for Concept Testing
4. Discriminant Analysis Maintenance Issue
Operational Efficiency
Strong DoorsLifetime
Warranty Style
Cooling Temperature
Freshness
Maintenance
Frost Formation
Techniques for Concept Testing
5. Correspondence Analysis
- Input data Basis for the analysis is the perceptual is collected in the form of Yes or No answer
- The respondents need to state a yes/ no for each of listed attributes of the various brands taken for consideration and also the concept j which is beng tested
Techniques for Concept Testing
5. Correspondence Analysis
Quality Fragrance Non Stickiness
Brand A 80 20 40
Brand B 10 15 75
Brand C 30 30 30
Techniques for Concept Testing
5. Correspondence Analysis Non stickiness
Quality
C
A
B