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NEW PRODUCT

CONCEPT TEST
MARKET RESEARCH / EXECUTIVE MBA PROGRAM
COHORT 9

WHAT IS CONCEPT
TESTING?
Concept Testing
is the process of evaluating consumer

response to an idea before introducing a


product to market.
Concept testing identifies perceptions, wants

and needs of a product or service.

EVALUATE A NEW PRODUCT


CONCEPT
How to evaluate and refine the concepts
positioning?

For contemplating these research, we have


intend to focus first on three strategic questions:
When should you conduct a test market?
What can you learn from a test market?
How should you use information from a test
market?

RESEARCH OBJECTIVE
New product Orgnico Facial Crema, The all-Natural Lotion for Men

Category: Consumer Health and Beauty Products


Methods:

New Product Concept Test


Primary objective of the research was to evaluate a new product
concept
The use of simulation models and test markets in the laboratory
environment to know the key drivers of presence for personal care
products in order to define the product.
In research we have to way for new product, whether to test market
is a compromise between collecting more information, which
considerable direct and indirect cost, to reduce uncertainty, and
introducing the product immediately to make money.

RESEARCH DESIGN &


METHOD
Exploratory research with qualitative research
Online research and used product users and nonusers

recruited from the American Consumer Opinion panel.


They use for analysis Decision Analysts proprietary

online panel as global platform for analytical


consulting.
More than 200 consumers interested in the product

category evaluated the product concept by reviewing


a product illustration and description

RESULT
As a result of research uncovered three key areas of product

differentiation versus currently marketed products.


As know-how holding, company sanitized the three key area of
differentiation in case
These areas of differentiation were also among the top key
drivers of product preference.
Based on the results of this research, the product manufacturer
added two new product formulations to its product line-up
This effort led to an increase in demand for the manufacturers
product line over competitive lines.

THANK YOU
MARKET RESEARCH / EXECUTIVE MBA PROGRAM
COHORT 9
DR. ALAA ELGHARABAWY
PRESENTED BY:
WAEL BARAKAT