L5

Question 1

How to screen out concept ideas (6)?

Answer 1

Idea screening questions

Uniqueness:
Is the idea original? Can it be easily copied by competitors?

Need fulfillment:
Does it meet a customer need?

Feasibility:
Do we have the capability to develop and launch it?

Impact:
How will our firm or organization be affected?

Scalability:
Can we become more efficient in production as volume increases?

Strategic fit:
Is there a good match with corporate strategy and culture?

Question 2

What is a product concept?

Answer 2

Def. A statement about anticipated product features (form or technology) that will yield selected benefits or problem solutions relative to other products already available.

Question 3

Why concept testing?

Answer 3

Purpose of concept testing:
> to screen out very poor concepts.
> to estimate the sales or trial rate.

Question 4

What to consider when preparing a concept test (4 steps)?

Answer 4

1. Prepare the concept statement (ideal customer; problem; product category; key benefit; major competitor)
> Verbal, picture, prototype?
> Commercialized statement?
- as a sales pitch (will get more positive results)
OR  
- completely informative
> Competitive Information?
> Price?

2. Define the respondent group
   > Segments and target groups
   > Stakeholders (Initiators; Influencers; Decider; Buyer; User (dog))
3. Select the response situation
   The mode of reaching the respondents
   - Personal contact (stopped on the street, in a shopping mall)
   - Phone
   - Computer
   Individually or in a group (take into account group think).

4. Preparing the interviewing sequence:What do we want to find out?
Buying intention
Current practice – what/how they do today
Comments to the concept
- Uniqueness
- Believability
- Importance
- Solve a problem
- Liking
- Useful
- Do they see problems? (open ended Q)