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 analysisYES - 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 TIPSPRODUCT 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.

PRESENTATIONStructure 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 InteractUse 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 HODGEnicole.hodge20@hotmail.com