presentation marketing 103 - concept testing

CONCEPT TESTING

Introduction

Numerous ideas and concepts generated during the ideation process are initially screened

in idea screening process. It is taken to the next phase which

the concept testing page

Difference between

IDEA SCREENING AND

CONCEPT TESTING

IDEA SCREENING The screening process of various ideas done

internally by the company

CONCEPT TESTING

Screening process of ideas carried out by taking the judgement of the customers

CONCEPT TESTING is a systematic procedure to

predict the success of a new product idea before it gets

marketed.

CONCEPT TESTING is also defined as a quantitative

research tool that evaluates and diagnoses, in detail, the

possible performance of fully developed conceptual ideas

that have been created to meet customer desires.

CONCEPT TESTING also provide useful inferences

which provides guidelines for communication of product

benefits, packaging, advertising, sales approaches,

product information, distribution and pricing.

CONCEPT TESTING also provide useful inferences

which provides guidelines for communication of product

benefits, packaging, advertising, sales approaches,

product information, distribution and pricing.

CONCEPT TESTING is mainly carried out as personal interviews, telephonic

interviews, mail interviews or focused group discussion.

2 Ways of Concept Testing

1.Monadic Test - Each respondent is asked to rate one concept and is expected to answer a few questions without exposing to the competitive brands. 2. Competitive Test- Existing brands are presented to the respondent as concept statements and their choices are recorded based on purchasing patterns, buying intentions and preferences. Afterwards, the new concept is introduced and the respondents are required to evaluate on the same basis.

Techniques for Concept Testing

1. Buying Intention Score

No. of trials = Buying intention score x Awareness level x Distribution coverage

Techniques for Concept Testing

1. Buying Intention Score

No. of trials = Buying intention score x Awareness level x Distribution coverage

Techniques for Concept Testing

2. Quadrant Analysis - It is essential to have data on the importance

attached by consumers to the various attributes of the concept under evaluation and how to evaluate the concept wit regard to each concept

- Example concept statement is “a water bottle that occupies less space (less than half), holds huge volume of water (2 liters) and quite compact

Techniques for Concept Testing

2. Quadrant Analysis

Attributes Importance Concept Rating

Small size 3 3

Volume 3 2

Ease of carrying

1 3

Techniques for Concept Testing

2. Quadrant Analysis Excellent

Poor

Very Important

Not Important

Techniques for Concept Testing

3. Joint Space Analysis

- Basis for the analysis is the perceptual map but it provide individual consumer preferences apart from brand perceptions regard to each concept

- Joint space represents the brands along with preferential locations in the map either through ideal points or preference vectors

Techniques for Concept Testing

3. Joint Space Analysis Current Affairs

Mythology Shows

2 1

3

Techniques for Concept Testing

3. Joint Space Analysis Current Affairs

Mythology Shows

Techniques for Concept Testing

4. Discriminant Analysis

- The main idea behind this analysis is understanding of F-ratio.

- F-ratio is the ratio between differences of brands to their respective within differences. Competitive approach in data collection should be used

Techniques for Concept Testing

4. Discriminant Analysis Maintenance Issue

Operational Efficiency

Strong DoorsLifetime

Warranty Style

Cooling Temperature

Freshness

Maintenance

Frost Formation

Techniques for Concept Testing

5. Correspondence Analysis

- Input data Basis for the analysis is the perceptual is collected in the form of Yes or No answer

- The respondents need to state a yes/ no for each of listed attributes of the various brands taken for consideration and also the concept j which is beng tested

Techniques for Concept Testing

5. Correspondence Analysis

Quality Fragrance Non Stickiness

Brand A 80 20 40

Brand B 10 15 75

Brand C 30 30 30

Techniques for Concept Testing

5. Correspondence Analysis Non stickiness

Quality

C

A

B