2-1-10 Concept Testing

2-1-10 Concept Testing - NPD Concept Testing Dr. Regina...

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Unformatted text preview: NPD Concept Testing Dr. Regina McNally SS10 MKT420/ME497 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 “Concept Testing” Outline Understanding Competitive Context Evaluating New Concept Prototypes Quantitative Techniques for Product Preferences Market Forecasting Concept Development Funnel concept generation concept screening concept scoring concept testing Concept Screening Matrix CONCEPT VARIANTS SELECTION CRITERIA A B C D E F G REF. Ease of Handling – – – Ease of Use – – + Number Readability + + + Dose Metering + + + + + + Load Handling + Manufacturing Ease + – – – Portability + + – – – – PLUSES 3 2 2 1 2 2 2 SAMES 4 3 1 5 5 2 3 MINUSES 2 4 1 3 2 NET 3 –2 2 –1 RANK 1 3 7 5 2 6 4 CONTINUE? Yes Yes No No Yes No Yes 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 How do Screening and Scoring Matrices differ? CONCEPT VARIANTS SELECTION CRITERIA A B C D E F G REF. Ease of Handling – – – Ease of Use – – + Number Readability + + + Dose Metering + + + + + + Load Handling + Manufacturing Ease + – – – Portability + + – – – – PLUSES 3 2 2 1 2 2 2 SAMES 4 3 1 5 5 2 3 MINUSES 2 4 1 3 2 NET 3 –2 2 –1 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 Concept Test Purpose To evaluate and improve product concepts/prototypes using customer feedback...
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This note was uploaded on 10/24/2010 for the course ME ME 497 taught by Professor Bush during the Spring '10 term at Michigan State University.

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2-1-10 Concept Testing - NPD Concept Testing Dr. Regina...

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