Constructing Concept Testing Correctly
Launching a new product is one of the biggest risks a company can take. The foundations for this new product needs to be rock solid if the product is going to be a success. Concept testing is a key aspect of new product development. In this basic concept testing guide, we’ll look at some key areas that need to be addressed and questions to ask yourself when laying the all-important foundations.
Firstly, you need to have a clear understanding of the aim of this concept research. This process helps provide a certain type of direction and guidance through product development. However, if there isn’t a firm understanding what areas you want to have feedback on, or a basic understanding of the next steps you want to take (in terms of pricing, business analysis, marketing, etc.) then there is no basis to be guided from.
Secondly, make sure you know the right way to test your product concept. A simple example of this is the difference between how a niche product concept and mass-market concept should be handled. Those being surveyed for a niche product should largely be a demographic of people who are interested in this niche area. While a concept aimed at the mass market needs to be surveyed by a demographic that can accurately represent a country, or geographical location a product is aimed at.
Also, it is important to establish what type of concept testing needs to be carried out. As something such as new product concept testing can differ massively from modifications and upgrades testing. Or it might be the case that it might be a new concept linked to a migration path. An example of this is something like the evolution of the iPhone. Which is marketed to consumers as the next level of whatever they currently have. When something is migratory like this, it can be difficult to keep the brand away from the concept testing.
On the whole, concept testing in all its types should be kept as far away from areas such as brand and marketing. This can distort unbiased feedback, and this is what needs to be gained at this process. As this feedback is the way in which raw creative ideas start to become something that has the potential to be commercially viable. This viability can only come back from truthful feedback of how the public responds to a concept. Of course, you always want your brand to add value to your product. During this stage though, that value can distort the truth and cost you later on when the product is launched