Concept development and testing

The third stage of the new product design phase is concept development and testing. Ulrich, 2003 state  that testing a concept is vital in the products development, ensuring the product is suitable for the market, whilst allowing developers to alter the product to consumer’s needs. Kotler and Armstrong, 2012 also state that concept development involves developing a new product into alternate product concepts by finding out how appealing each concept is to the customer.

Concept testing

Lamb, Hair & McDaniel, 2009 explain concept testing as a test to evaluate a newly introduced idea, namely a product or service; examining the sellable and practical determining factors of the prototype before it is introduced. Lamb, Hair & McDaniel, 2009 carry on to state how It is a way of measuring the enthusiasm of the products target consumers, this can be measured through the  reaction to a picture, written statement, or verbal description of the products fundamental capabilities and purposes.

Lycra, 2008 used a group of consumers to test the lycra product range, consumers were given various Lycra compression garments to use in their designated sport and then scored the product:

“Consumer response to a LYCRA® SPORT fabric concept testing:

 • 60% Extreme/Very Interest

 • 56% Extremely/Very Believable

 • 37% Extremely/Very Different

 • 73% Would cost a lot or a little more”

Lycra (2008)

In terms of the product/service of ‘collision sense’ it’s success would be determined largely in the technical development of the product, as if developed effectively it has the potential to be a multi-market product, bringing with it an entertainment element that could vastly improve sports spectatorism, consequently attracting potential contracts from television broadcast company’s. Additionally the product can be used as a development tool for clubs and most importantly used to referee a safe and fair sporting environment. As a consequence of the products potential directions it would appear the product would score highly in terms of product, pricing and promotion.

An effective way of measuring the collision sense’s potential would be through the product positioning map (see appendix). The market map illustrates the range of “positions” that a product can take in a market based on two dimensions that are important to customer. Examples of those dimensions might be:

High price v low price

·         Basic quality v high quality

·         Necessity v luxury

·         Lo-tech v high-tech

Riley (2012)

Another way of researching the target ,markets opinion o the products potential would be through the use of questionnaires this would aid developers in deciding product information such as price, promotion, feasibility, usefulness,  participation, the target market, market need, frequency of purchase and suggestions for improvement (Carlile, 2002)

To conclude concept development and testing allows a developer to realise the level of need for a product, the interest from the target market and potential development possibilities to improve the products demand.

Appendix

Reference list

Carlile, P. R. (2002). A pragmatic view of knowledge and boundaries: Boundary objects in new product development. Organization science, 13(4), 442-455.

Kotler, P. and Armstrong, G. (2012) Principles of Marketing. 14th edn. Essex: Pearson Education Limited.

Pinnacle marketing & Lycra, 2008 http://www.lycra.com/g_en/webpage.aspx?id=963 Acessed:

24/11/2013

Riley, J. (2012). Brand Positioning & Market Mapping.

Ulrich, K. T. (2003). Product design and development. Tata McGraw-Hill Education.