Concept Flashcards
At the concept stage..
We now want to make sure that the product teams has translated the need of the customer into a product specification that leads to a winning new product.
A product concept is
A detailed description of an idea which you describe from the perspective of customer
Taking customers viewpoint when describing your product concept will help you test and evaluate how responsive your market will Be your product
A product concept can be shown to customer in form of…
Set of drawings
A story broad
A specifications sheet
A virtual pro type
Concept types (Crawford)
Brief, non emotive, factual descriptions eg - a low Calabria form of diet peanut butter that can be used in most diets
Embellished text eg- a marvellous new way to chase the blahs from your diets has been discovered by General Mills scientists - a low calories version of the ever popular peanuts butter. As tasty as ever and produced by a natural process, our new light peanut butter will fit every weight controlled diet is use today virtually without restriction
What is screening
Refers to different evaluation criteria use at different stages of the npd process
Screening is a multistaged activity which uses many way of different tech
Evaluation stages : gates (cooper)
Purpose of concept tests
Help positioning in market process
Estimate customer Reaction to is before developing the physical product
Profile market
Position product
Make improvement to the new product concept
Discover willingness to pay
Conduction if concept test?
Frequency questions (how often do you buy coffee? When will you next purchase?) - frequency of purchase related to probability and price levels
Data collection (quantitative and qualitative) Purchase intention questions In depth interviews Focus groups Observation/ethnography
Intention questions
Defo would buy Prob would buy Might/might not buy Probably won’t buy Defo won’t buy
In depth interviews
1 to 1 Good if sensitive Need open honest trust Comfortable Contextual interview Home/work
Focus groups
Manage dynamics
Avoid sabatoage
Observation/ enthography
Long period of time in field
Living with natives
Can cause bias
Time consuming
Key issues with research methods for concept testing
Data collection methods
Location of research
Question formatting
Conjoint analysis
Evaluates now customers judge products in terms of their attributes and to examine to which they might trade one attribute for another
Importance of screening
Need to make comparisons between ideas
Allocate scene resources
Devote resources to the idea with greatest opportunity
Cut down expenditure on those WhT limited potential
Companies which screen ideas have more successful new product launches
Screening decreases cost and reduces uncertainty
Screening decisions
Drop idea - npd success (then wrong idea lost revenues) - npd failures - (then correct decision)
Develop idea - npd success (correct decision) - npd failures (then wrong decision. Lost market standing)
Best concept ready for testing
Headline should capture big idea of brand
Support visual that helps summarise concept
Connect quickly to consumers by starting with their enemy or insight
Support points with maximum of 2 reasons to believe
Motivating call to action to prompt purchase intent
Stam et al - suspending group debate
Suspending group debate refers to a team idea generation and concept development process in which groups debate a problem. Ideas for solutions are generated individually and these ideas are debated and developed into concepts collectively.
It causes groups to generate a higher number of ideas, higher number of original ideas. More diverse set of ideas.
Specifically it is especially effective when at least group member is low in extraversion
Easy to do and has no costs attached
Michele and gemser
Innovative product design has positive effect on financial and business performance
Mortality curve
Trade off between time and killing of ideas
Quicker to cut off innovation and saves time by doing so but product does not make it to launch
When maintain ideas for longer and takes more time yet does make ideas get to a product launch
