MKT350 MANAGING

PRODUCT INNOVATION
ASSESSMENT ITEM 3 CONCEPT & PRODUCT TESTING FITBIT
THIS ASSIGNMENT
WILL HELP YOU TO …
• Develop an understanding of concept testing &
product testing
• Be able to apply this understanding in workplace
related situation.
• Identify and analyse issues in concept & product
testing and recommend practical & innovative
solutions
• Develop & enhance your skills in written
communication
• Develop and practice skills to meet deadlines

ASSIGNMENT TIPS
• Be aware that your purpose in this assignment is to
demonstrate what you understand about concept &
product testing and how you can apply it.
• You don't have to find out what testing was actually
done on the
• Make assumptions where you need to. Clearly state
these.
• Make sure that you define terms like concept
testing and product testing before you use them.


START YOU RESEARCH ...

• By developing your understanding of concept
and product testing.
• Text chapters 9 & 15
• Study materials on concept & product testing
• See the articles in resources

Learn about devices people use to track their
fitness and the classic fitbit


START YOU REPORT…

With a comprehensive yet concise executive
summary.

Follow this up with an introduction that sets the
scene and outlines the task you will be undertaking
and the background to this task.
ASSIGNMENT TIPS
CONCEPT TESTING 10%
For concept testing you will need to discuss the
following:
• The purpose of the concept test
• Respondents for the concept test
• Very specific recommendations on how you would
conduct the test
• Justification for your choices. (This could come from
relevant theory or practical considerations). Make sure
this is consistent with your earlier analysis
YES - YOU DO NEED TO DO AN ACTUAL CONCEPT
STATEMENT. PUT THIS IS AN APPENDIX


ASSIGNMENT TIPS
PRODUCT TESTING 20%
For product testing you will need to discuss the
following:
• Your research objectives.
• Key information you would be looking to find out.
• With whom you would conduct research and why.
• Market research techniques you would use, e.g..
focus groups, surveys, conjoint analysis.


ASSIGNMENT TIPS
PRODUCT TESTING cont

• Specific details of how the research would be
implemented, e.g.. what issues you would probe, how
you would conduct the test, what questions you would
ask. Please be as specific as possible.
• Justification for what you are proposing. This could
relate to concept or product testing theory or to
practical implications of implementation these tests.
(Drawing on your earlier research)
• Any limitations of the research.
ASSIGNMENT TIPS
• The more specific and detailed you can be about
the planned testing - the better.
• With your concept statement - make sure it is
language appropriate to consumers - (not reading
like a technical manual)
• Think carefully about your respondent groups
• Think about the key differences in concept and
product testing and see that this is reflected in
your report


CONCEPT TESTING V.
PRODUCT TESTING
Concept testing addresses whether
customers see a need for the proposed
concept. It can also be used to refine the
concept. It occurs in the concept evaluation
phase.
Product testing checks whether the
product that has been designed actually
meets the consumer needs it was
designed to meet. It occurs in the
development phase.

WATCH OUT!
Keep reminding yourself that the people
you are conducting the research with don’t
have any knowledge of the product.

It is a new concept and needs to be
explained in clear and simple terms.
PRESENTATION
Structure your assignment as follows:
• Executive summary with key points (a stand alone
summary for upper management) then an
• Introduction which will set the scene for the
report.
• Two separate sections - one for concept testing -
followed by one for product testing.
• Finish up with short conclusion.



WORD LIMIT

ASSIGNMENT LENGTH IS 2,500 WORDS.
(This is a strict word limit +- 10% only)
• Word count excludes references & executive
summary
• Make use of appendices for information that you
want to include but that breaks the flow or blow out
your word count - and things like a sample
questionnaire etc.




PRESENTATION &
REFERENCING

See the report writing guide in Interact
Use appendices
Make sure you reference in APA style – see guide in
Interact
Make sure you do a professional executive summary




EXECUTIVE
SUMMARY
• An important part of your report: 1-2 pages
• Includes key findings & recommendations
• It should work as a stand alone document.
• A senior manager should be able to read
only this section and be able to gain all key
information
ARE YOU ON THE
RIGHT TRACK?

•Check and recheck the task as you work
through the assignment
•Check and recheck the marking criteria
•Check the task rationale?

ASK FOR HELP IF YOU NEED IT.
POST ON THE FORUM OR EMAIL NICOLE HODGE
nicole.hodge20@hotmail.com