2-1-10 Concept Testing - NPDConceptTesting Dr.ReginaMcNally SS10MKT420\/ME497 1\/12 Course Begins 2\/9-2\/11 Innovation Tournament 3\/2 Exam 3\/18-4\/1

2-1-10 Concept Testing - NPDConceptTesting Dr.ReginaMcNally...

This preview shows page 1 - 11 out of 41 pages.

    NPD Concept Testing  Dr. Regina McNally SS10 MKT420/ME497
Image of page 1
    Deliverables Timeline 1/12 2/9-2/11 3/2 3/18-4/1 4/15-4/29 |-----------------------------|-------------------------|------------------------|------------------------------------| Course Innovation Exam Progress Final Begins Tournament Review Project 1 st Meeting & Memo 2 nd & 3 rd Meetings & Memos; Final Meeting(s) & Memos; Develop product metrics list FIRST, Test proto with 10 heavy users FIRST, THEN build functional prototype THEN modify functional prototype You are here Today’s topic
Image of page 2
    “Concept Testing” Outline Understanding Competitive Context Evaluating New Concept Prototypes Quantitative Techniques for Product  Preferences Market Forecasting
Image of page 3
    Concept Development Funnel concept generation concept screening concept scoring concept testing
Image of page 4
    Concept Screening Matrix CONCEPT VARIANTS SELECTION CRITERIA A B C D E F G REF. Ease of Handling 0 0 0 0 0 Ease of Use 0 0 0 + 0 0 Number Readability 0 0 + 0 + 0 + 0 Dose Metering + + + + + 0 + 0 Load Handling 0 0 0 0 0 + 0 0 Manufacturing Ease + 0 0 0 0 Portability + + 0 0 PLUSES 3 2 2 1 2 2 2 SAMES 4 3 1 5 5 2 3 MINUSES 0 2 4 1 0 3 2 NET 3 0 –2 0 2 –1 0 RANK 1 3 7 5 2 6 4 CONTINUE? Yes Yes No No Yes No Yes
Image of page 5
    Concept Scoring Matrix Concepts A DF E G+ Master Cylinder Lever Stop Swash Ring Dial Screw+ Selection Criteria Weight Rating Weighted Score Rating Weighted Score Rating Weighted Score Rating Weighted Score Ease of Handling 5% 3 0.15 3 0.15 4 0.2 4 0.2 Ease of Use 15% 3 0.45 4 0.6 4 0.6 3 0.45 Readability of Settings 10% 2 0.2 3 0.3 5 0.5 5 0.5 Dose Metering Accuracy 25% 3 0.75 3 0.75 2 0.5 3 0.75 Durability 15% 2 0.3 5 0.75 4 0.6 3 0.45 Ease of Manufacture 20% 3 0.6 3 0.6 2 0.4 2 0.4 Portability 10% 3 0.3 3 0.3 3 0.3 3 0.3 Total Score Rank Continue? No Develop No No (reference) 2.75 4 3.45 1 3.10 2 3.05 3
Image of page 6
    How do Screening and Scoring  Matrices differ? CONCEPT VARIANTS SELECTION CRITERIA A B C D E F G REF. Ease of Handling 0 0 0 0 0 Ease of Use 0 0 0 + 0 0 Number Readability 0 0 + 0 + 0 + 0 Dose Metering + + + + + 0 + 0 Load Handling 0 0 0 0 0 + 0 0 Manufacturing Ease + 0 0 0 0 Portability + + 0 0 PLUSES 3 2 2 1 2 2 2 SAMES 4 3 1 5 5 2 3 MINUSES 0 2 4 1 0 3 2 NET 3 0 –2 0 2 –1 0 RANK 1 3 7 5 2 6 4 CONTINUE? Yes Yes No No Yes No Yes Concepts A DF E G+ Master Cylinder Lever Stop Swash Ring Dial Screw+ Selection Criteria Weight Rating Weighted Score Rating Weighted Score Rating Weighted Score Rating Weighted Score Ease of Handling 5% 3 0.15 3 0.15 4 0.2 4 0.2 Ease of Use 15% 3 0.45 4 0.6 4 0.6 3 0.45 Readability of Settings 10% 2 0.2 3 0.3 5 0.5 5 0.5 Dose Metering Accuracy 25% 3 0.75 3 0.75 2 0.5 3 0.75 Durability 15% 2 0.3 5 0.75 4 0.6 3 0.45 Ease of Manufacture 20% 3 0.6 3 0.6 2 0.4 2 0.4 Portability 10% 3 0.3 3 0.3 3 0.3 3 0.3 Total Score Rank Continue? No Develop No No (reference) 2.75 4 3.45 1 3.10 2 3.05 3
Image of page 7
    Concept Test Purpose To evaluate and improve product  concepts/prototypes using customer feedback To confirm that customers really prefer your  product over the competitor’s product To understand price sensitivity To provide estimates of purchase likelihood  for forecasting sales 
Image of page 8
    Identify Leading Competitive  Product/Solution(s) 1. Competitor’s product on the market in the same product category as your new product New Integrated Shaver Concept Shaving Razor and Cream vs.
Image of page 9
    Identify Leading Competitive  Product/Solution(s) (cont.)
Image of page 10
Image of page 11

You've reached the end of your free preview.

Want to read all 41 pages?

  • Spring '10
  • Bush
  • notebook computer, selection criteria ease

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture