Concept Testing in Product Development

Chapter 8 Ulrich and Eppinger - Product Design and Development


Concept Testing


1. Define the Purpose of the Concept Test
2. Choose a Survey Population
3.Choose a Survey Format
4. Communicate the Concept
5. Measure the Customer Response
6. Interpret the Results



Details

1. Define the Purpose of the Concept Test
2. Choose a Survey Population and Sample Size
The sample size of the survey should be large enough that the team's confidence in the results is high enough to guide decision making

3.Choose a Survey Format

Survey formats include face to face interaction, telephone, postal mail, electronic mail, internet etc.

4. Communicate the Concept

The concept can be communicated to the survey participant as verbal description, sketch, photo, story board, video, physical model or working prototype. Based on the communication form used, the survye format also will change.

5. Measure the Customer Response

The customer response can be taken in the form

Definitely would buy.
Probably would buy.
Might or might not buy.
Probably would not buy.
Definitely would not buy.

6. Interpret the Results