External Information Needs
As was indicated earlier, some of the information needed to evaluate a product concept must come from the marketplace. This is an important juncture because this is the new product’s first exposure to the marketplace.
How Does the Concept Stand Up in the Marketplace?
Assessing the initial viability of a product concept involves what is known as a concept test. Concept tests, if properly conducted, can provide a great deal of useful information. However, it should be pointed out that over reliance on concept tests can be potentially dangerous. Clearly, the consumer is not exposed to an actual product but only the concept of the product. Consequently evaluations can differ.
Figure 4-2 identifies a list of criteria that are incorporated many concept tests. As you can see, the criteria cover a broad range of dimensions and in some cases may seem to measure the same thing.
FIGURE 4-2 Concept Test Criteria
Performance Criteria
Liking the concept
Willingness to try the concept
Intention to use the concept on a regular basis
Utility Criteria
Extent to which concept satisfies a need
Usefulness of the concept
Importance of the concept
Extent to which the concept is practiced
Extent to which the concept solves a problem
Credibility Criteria
Believability of the concept
Extent to which to concept is realistic
Novelty Criteria
Uniqueness of the concept
Extent to which to concept is interesting
Measurement of the criteria or dimensions is typically done using what is known as a semantic differential. This is a seven-point scale with polar or near-polar words or statements anchoring each end of the scale. Scale positions in between the polar points represent various degrees of the dimension being measured. Figure 4-3 shows what the dimensions in Figure 4-2 look like when they are put into the form of a semantic differential.
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