CONCEPT TESTING

-
PRODUCT TESTING

Team 1
CONCEPT TEST
Definition

Concept testing is the process of getting

an idea evaluated by your target audience

before it becomes available to the public. It

includes anything from product concepts

to ad campaigns.
PRODUCT TEST
Definition
Goals:
Determine whether development

program is on track.
Decide suitability for end use.
Introduce your product to the

customer.
Solve problems with current products.
Increase consumer protection.
Identify potential cost savings.
 PURPOSE
CONCEPT TEST
Getting in-depth insights into different aspects of
customers’ ideas
Seeing if customers like the product
Confirming product ideas and the intended
messages
PRODUCT TEST
Gaining an understanding of a product’s strengths,
weaknesses, and areas of potential improvement
Measuring current product quality
Keeping up with new trends

PURPOSE
 SITUATIONS
CONCEPT TEST
The concept test during the development stage --> looking for broad
feedback that’ll help make major decisions about your products.
Knowing what your customers like (or dislike) about your new concept
can guide future development and eliminate lower-potential
concepts.
Used before the products are launched to the public in order to ask
customers about the ideas and concepts.
--> Gauge the customer’s willingness to buy its products --> make critical
thinking and suitable changes for the products and strategies.
 SITUATIONS
PRODUCT TEST
The product test which is necessary during the growth stage of the
product cycle. Before moving forward with a mass production,
businesses should do the test on customer experience about the new
products.
The testing phase of product development ensures that the product
operates as expected. This phase begins after the implementation of
the product requirements.
Depending on the development methodology used, the testing will
occur at different times during the project:
+ Waterfall methodology
+ Agile methodology
 Concept Test
MEANING
Steer clear of bad decision-making
Find the strongest option —> improve
underperforming concepts —> avoid an
embarrassing failure
Turn the ideas into reality
Generate new ideas from potential customers
with product testing through post-use surveys
or focus groups
Fix problems prior to launch
Optimizing your initial idea to develop a
product that customers truly want and need
Confirm and strengthen the argument
Identify the pain or the delight —> how your
product would fit into the lives —> which
product concept they would be willing to pay
for
MEANING
Product Test
Create a highly persuasive product:
Provide specific data —> know what features customers will like —>
build a product in this way
Knowing the group of potential customers:
Help to categorize customers into different groups —> their different
feeling about the product —> potential market
Spot defects early on:
The durability of the product —> avoid any issues with customers —>
minimize the risk of defects
Quality assurance:
The product meets specific standards: safe, realiable, high quality,.....
 Read these cases and choose which
type of test (concept test/product test)
the company has used.
In 2015, Tesla conducted a ________ on a whole new
scale. The company announced the upcoming
Tesla Model 3, which still hadn’t been made at the
Tesla
time, and invited interested consumers to put
down $1,000 deposits. Incredibly, about 400,000
customers invested in the Model 3 in the month
after its announcement, as reported in.

Not only did Tesla determine whether their target

customers would purchase the new car, but they
also had a massive $400 million investment in the
concept.

In 2015, Tesla conducted a concept testing, on a

whole new scale. The company announced the
upcoming Tesla Model 3, which still hadn’t been
made at the time, and invited interested consumers
Tesla
to put down $1,000 deposits. Incredibly, about
400,000 customers invested in the Model 3 in the
month after its announcement, as reported in.
Not only did Tesla determine whether their target
customers would purchase the new car, but they
also had a massive $400 million investment in the
concept.
→

By conducting concept testing,

Tesla was able to obtain valuable feedback from
customers.
Tesla not only determined if their target customers
would buy the new car, but they also had a $400
million investment in the concept.
In 2008, Kellogg’s launched the Crunchy Nut Bites
to offer consumers a new flavor and texture. An
extensive 4-stage study preceded the launch.

In the research process, the food concepts were

quantitatively tested with a large representative
group of customers. Four new prototype recipes
were developed based on the highest rated food
idea and further tested.

Then, the new product was put through Kellogg’s

“In Home Usage Test,” where selected consumers
were given the product to try for a couple of days
and then asked to answer a questionnaire to rate
their experience with the product and indicate
their willingness to purchase it.

Kellogg's
This is product testing because you can figure out
that Kellogg's had done the MVP. They gave their
new product to the selected consumers, which
means they are testing the actual product to
their target customers. This way, Kellog's can
know what the customer wants and enhance the
quality of their early product.

Kellogg's
 NUTELLA
The research firm began by sounding off
the ___________ with selected consumers
and then inviting respondents who were
positive or neutral towards the brand to try
out Nutella B-Ready at home for two
weeks
The consumers were then asked to answer
a questionnaire to provide feedback. The B-
Ready team reworked based on consumer
feedback...

 The research firm began by sounding off the

product test with selected consumers and
then inviting respondents who were positive
NUTELLA
or neutral towards the brand to try out
Nutella B-Ready at home for two weeks
while registering their experience on a web
platform.
The consumers were then asked to answer a
questionnaire to provide feedback. The B-
Ready team reworked based on consumer
feedback and InSites’ recommendations.
→ The research team refine and validate the
breakfast and mid morning concepts, allowing
for a deeper understanding of its core strengths
and the more superfluous elements and
confidently promote a winning food creation.

Lego always faced difficulties selling their

products to the female demographic.
Despite their best efforts, only 9% of their
toys were purchased by young girls.
Lego decided to invest heavily in
conducting ___________ and market
research over an extended period to
change this.
The primary objective of this research was
to understand the play habits of young girls.

LEGO

 LEGO
Lego always faced difficulties selling their
products to the female demographic.
Despite their best efforts, only 9% of their
toys were purchased by young girls.
Lego decided to invest heavily in
conducting concept testing and market
research over an extended period to
change this.
The primary objective of this research was
to understand the play habits of young girls.

LEGO

 LEGO
This concept testing helps Lego realize:
→ Girls preferred to build entire environments
rather than stand-alone structures and also
focussed more on interior layouts and
structure details.
→ Using these insights, Lego decided to design
a whole new line of products catered to the
female demographic – Lego Friends. This
series launched in 2012 and tripled the value
of construction toys for girls from $300 million LEGO
to $900 million in 2014

Concept testing
vs
Product testing

Source: Concept Testing And Product Testing by VOXCO

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