ABSTRACT

The purpose of concept evaluation is to refine the set of concepts to only those concepts that should continue in the product development process. Concept testing is a process by which the customer-be it a current customer, potential customer, or a general consumer-evaluates a new product concept and gives an opinion on whether the concept is something that the customer may have interest in and would likely buy. The aim of concept testing is to incorporate customer opinion into the evaluation process. Common data collection methods employed during concept testing include focus groups, in-person interviews, telephone interviews, mail surveys, and online surveys. In choosing between a narrative concept test and a picture concept test, product planners should consider whether to show consumers what the product looks like or to have consumers attempt to visualize what the product would or should look like before being presented with a picture of the concept.