Professional Documents
Culture Documents
OBJECTIVES:
PREMISE:
A CONSUMER BUYS A PRODUCT FOR ITS END
BENEFITS...WHAT THE PRODUCT OFFERS IN TERMS OF
SATISFYING THE CONSUMER'S WANTS AND NEEDS.
IT IS NOT SIMPLY WHAT THE PHYSICAL PRODUCT IS.
CONCEPT TESTING
WHAT IS A CONCEPT:
A CONCEPT IS AN IDEA AIMED AT SATISFYING CONSUMER
WANTS AND NEEDS. A CONCEPT IS ON ITS WAY TO
BECOMING A MARKET STRATEGY. A MARKET STRATEGY
ATTEMPTS TO CONVINCE A TARGET SEGMENT OF
CONSUMERS THAT A PARTICULAR BRAND POSSESSES THOSE
END BENEFITS THAT THEY DESIRE AND PRESENTS EVIDENCE
TO SUPPORT THIS CLAIM. THE CONCEPT REPRESENTS THE
ESSENCE OF THE PRODUCT.
VASELINE INTENSIVE CARE LOTION MAKES
YOUR SKIN FEEL SOFT AND SMOOTH
AVERAGE PURCHASE INTENTION SCORES BY PRODUCT CATEGORIES
CATEGORY DEFINITELY WILL BUY
Fragrance (no price) 9%
Detergents 12%
Fragrance(with price) 18%
Food 20%
Cleaning products 28%
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CONCEPT SCREENING TEST PROCEDURES
CONCEPT STORY BOARD
COPY AND POSSIBLY PHOTOGRAPH OR ILLUSTRATION THAT
DESCRIBES HOW THE PRODUCT WORKS AND ITS END BENEFITS.
INTERVIEWING
CONCEPT TESTING IS USUALLY CONDUCTED IN A CENTRAL
LOCATION (COULD BE DONE BY TELEPHONE OR MAIL), BUT
TYPICALLY DONE BY INTERCEPT METHOD (AT MALL, FOOD
STORE, OR OTHER TRAFFIC LOCATION).
QUESTIONS ASKED
PURCHASE INTENTIONS
PURCHASE FREQUENCY
UNIQUENESS OF THE IDEA
BELIEVABILITY OF THE IDEA
IMPORTANCE OF THE MESSAGE
ANALYSIS APPROACH
1. EXAMINE INTENTION SCORES...
2. COMBINE "DEFINITELY WOULD BUY" AND "PROBABLY
WOULD BUY"
3. CLASSIFY THE CONCEPTS IN TO SCHEMA
A. ME TOO..GENERIC PRODUCTS
HIGH PURCHASE INTENT/LOW UNIQUENESS
B. WINNERS
HIGH PURCHASE INTENT/HIGH UNIQUENESS
C. LONG SHOTS
LOW PURCHASE INTENT/LOW UNIQUENESS
D. FAD-SPECIALTY PRODUCTS
LOW PURCHASE INTENT/HIGH UNIQUENESS
CONCEPT EVALUATION TEST PROCEDURES:
USUALLY CONDUCTED AFTER INITIAL SCREENING AND
CONCEPT REFINEMENT.
PURPOSE:
1. ASSESS MARKET POTENTIAL FOR EACH PRODUCT (OR
PRODUCT POSITIONING)
IMPLEMENTATION:
STORY BOARD, COMMERCIAL ADVERTISEMENTS, ACTUAL
PRODUCT PROTOTYPES
CONCEPTS HAVE BEEN REFINED AND SCREENED, SO THAT ONLY
2-3 CONCEPTS ARE ACTUALLY TESTED
INTERVIEWING
CONCEPT TESTING IS USUALLY CONDUCTED IN A CENTRAL
LOCATION (COULD BE DONE BY TELEPHONE OR MAIL), BUT
TYPICALLY DONE BY INTERCEPT METHOD (AT MALL, FOOD
STORE, OR OTHER TRAFFIC LOCATION).
QUESTIONS ASKED
PURCHASE INTENTIONS
PURCHASE FREQUENCY AND VOLUME
KEY BENEFITS (OPEN ENDED QUESTIONS)
LIKES AND DISLIKES (OPEN ENDED)
BELIEVABILITY (OPEN ENDED)
UNIQUENESS
OVERALL/ATTRIBUTE RATINGS
KEY BENEFIT IMPORTANCE
DEMOGRAPHICS
ANALYSIS APPROACH
1. STANDARD TECHNIQUES
2. COMBINE "DEFINITELY WOULD BUY" AND "PROBABLY
WOULD BUY" TEST ACROSS ALTERNATIVE CONCEPTS.
3. CLASSIFY THE CONCEPTS IN TO SCHEMA
A. END BENEFIT IMPORTANCE
B. CONCEPT ATTRIBUTE RATINGS
C. UNIQUENESS
D. BELIEVABILITY
CONCEPT/PRODUCT DEVELOPMENT
SOUPS
FLAVOR ONION
CHICKEN NOODLE
COUNTRY VEGETABLE
SALT-FREE YES / NO
3. COST-SAVINGS TESTS:
DETERMINE WHETHER A LESS EXPENSIVE PRODUCT SHOULD
REPLACE THE CURRENT PRODUCT
4. CONCEPT-FIT TESTS:
DETERMINE WHICH OF SEVERAL TEST-PRODUCT VARIANTS MOST
CLOSELY RESEMBLES WHAT IS BEING COMMUNICATED BY THE
SELLING CONCEPT