536:"Monadic testing is the recommended method for most concept testing. Interaction effects and biases are avoided. Results from one test can be compared to results from previous monadic tests. A normative database can be constructed." However, each has its specific uses and it depends on the research objectives. The decision as to which method to use is best left to experience research professionals to decide, as there are numerous implications in terms of how the results are interpreted.
545:
ratings of old products that consumers are already familiar with; since once consumers become familiar with a product the ratings often drop. Comparing new concept ratings to the ratings for an existing product already on the market would result in an invalid comparison, unless special precautions are taken by researchers to reduce or adjust for this effect quantitatively. Additionally, the concept is usually only compared to norms from the same product category, and the same country.
569:
techniques estimate the importance of product attributes indirectly, by creating alternative products according to an experimental design, and then using consumer responses to these alternatives (usually ratings of purchase likelihood or choices made between alternatives) to estimate importance. The results are often expressed in the form of a 'simulator' tool which allows clients to test alternative product configurations and pricing.
507:
deliberate: examples include brain-storming sessions, problem detection surveys and qualitative research. While qualitative research can provide insights into the range of reactions consumers may have, it cannot provide an indication of the likely success of the new concept; this is better left to quantitative concept-test surveys.
584:
Some models (more properly referred to as 'pre-test market models' or 'simulated test markets') gather additional data from a follow-up product testing survey (especially in the case of consumer packaged goods as repeat purchase rates need to be estimated). They may also include advertisement testing
552:
Perhaps one of the famous concept-test systems is the
Nielsen Bases system, which comes in different versions. Other well-known products include Decision Analyst's 'Concept Check', Acupoll's 'Concept Optimizer', Ipsos Innoquest and GFK. Examples of smaller players include Skuuber and Acentric Express
577:
Volumetric concept testing falls somewhere between traditional concept testing and pre-test market models (simulated test market models are similar but emphasize greater realism) in terms of the level of complexity. The aim is to provide 'approximate' sales volume forecasts for the new concept prior
479:
It is important that the instruments (questionnaires) to test the product have a high quality themselves. Otherwise, results from data gathered surveys may be biased by measurement error. That makes the design of the testing procedure more complex. Empirical tests provide insight into the quality of
564:
However, various debates have existed over whether or not consumers could be trusted to directly indicate the level of importance of each product attribute. As a result, correlation analysis and various forms of multiple regression have often been used for identifying importance - as an alternative
510:
In the early stages of concept testing, a large field of alternative concepts might exist, requiring concept-screening surveys. Concept-screening surveys provide a quick means to narrow the field of options; however they provide little depth of insight and cannot be compared to a normative database
568:
A complementary technique to concept testing, is conjoint analysis (also referred to as discrete choice modelling). Various forms of conjoint analysis and discrete choice modelling exist. While academics stress the differences between the two, in practice there is often little difference. These
544:
Traditionally concept-test survey results are compared to 'norms databases'. These are databases of previous new-product concept tests. These must be 'monadic' concept tests, to prevent interaction effects. To be fair, it is important that these databases contain 'new' concept test results, not
506:
Concept testing in the new product development (NPD) process is the concept generation stage. The concept generation stage of concept testing can take on many forms. Sometimes concepts are generated incidentally, as the result of technological advances. At other times concept generation is
471:. It is important not to confuse concept testing with advertising testing, brand testing and packaging testing, as is sometimes done. Concept testing focuses on the basic product idea, without the embellishments and puffery inherent in advertising.
548:
Companies that specialize in this area, tend to have developed their own unique systems, each with its own standards. Keeping to these standards consistently is important to preventing contamination of the results.
491:
carrying out a small pretest of the questionnaire, using a small subset of target respondents. Results can inform a researcher of errors such as missing questions, or logical and procedural errors.
561:
The simplest approach to determining attribute importance is to ask direct open-ended questions. Alternatively checklists or ratings of the importance of each product attribute may be used.
488:. By asking a faction of potential-respondents about their interpretation of the questions and use of the questionnaire, a researcher can verify the viability of the cognitive interviewing.
511:
due to interactions between concepts. For greater insight and to reach decisions on whether or not pursue further product development, monadic concept-testing surveys must be conducted.
519:
Frequently concept testing surveys are described as either monadic, sequential monadic, comparative, or proto-monadic. The terms mainly refer to how the concepts are displayed:
689:
Andrews, F. M. (1984). Construct validity and error components of survey measures: a structural modelling approach. Public
Opinion Quarterly, 48, 409-442.
494:
estimating the measurement quality of the questions. This can be done for instance using test-retest, quasi-simplex, or mutlitrait-multimethod models.
872:
698:
Saris, W. E. and
Gallhofer, I. N. (2014). Design, evaluation and analysis of questionnaires for survey research. Second Edition. Hoboken, Wiley.
831:
631:
439:
656:
585:
component that aims to assess advertising quality. Some such as
Decision Analyst, include discrete choice models / conjoint analysis.
578:
to launch. They incorporate other variables beyond just input from the concept test survey itself, such as the distribution strategy.
680:
Heise, D. R.(1969). Separating reliability and stability in test-retest correlation. American
Sociological Review, 34, 93-101.
464:
862:
497:
predicting the measurement quality of the question. This can be done using the software Survey
Quality Predictor (SQP).
762:
463:
which may be used at a later stage of product development research) is the process of using surveys (and sometimes
363:
581:
Examples of volumetric forecasting methodologies include 'Acupoll
Foresight' and Decision Analyst's 'Conceptor'.
877:
867:
87:
432:
378:
358:
343:
157:
132:
107:
47:
167:
353:
205:
117:
102:
467:) to evaluate consumer acceptance of a new product idea prior to the introduction of a product to the
485:
368:
298:
260:
172:
152:
67:
31:
318:
308:
245:
122:
62:
594:
468:
425:
401:
338:
328:
323:
275:
127:
92:
671:
Lord, F. and Novick, M. R.(1968). Statistical theories of mental test scores. Addison – Wesley.
852:
827:
736:
709:
652:
627:
411:
280:
255:
250:
225:
142:
137:
599:
406:
303:
240:
230:
210:
195:
162:
147:
112:
97:
77:
857:
396:
270:
72:
526:
Sequential monadic. Multiple concepts are evaluated in sequence (often randomized order).
792:
820:
620:
313:
846:
348:
235:
16:
Surveys to judge the success of a new product before its introduction to the market
532:
Proto-monadic. Concepts are first shown in sequence, and then next to each other.
215:
190:
82:
373:
333:
265:
22:
770:
52:
649:
Concept
Testing: How to Test New Product Ideas Before You Go to Market
57:
557:
Determining the importance of concept attributes as purchase drivers
220:
200:
529:
Comparative. Concepts are shown next to each other.
819:
619:
651:(1st ed.). American Management Association.
737:"Concept Testing (And The "Uniqueness" Paradox)"
710:"Concept Testing (And The "Uniqueness" Paradox)"
822:NEW-PRODUCT FORECASTING MODELS AND APPLICATIONS
622:NEW-PRODUCT FORECASTING MODELS AND APPLICATIONS
523:Monadic. The concept is evaluated in isolation.
433:
8:
440:
426:
18:
763:"ForeSIGHT™ Going-Year Volume Estimates"
480:the questionnaire. This can be done by:
610:
21:
7:
793:"Conceptor® Volumetric Forecasting"
14:
873:Science and technology studies
540:Evaluating concept-test scores
1:
735:Thomas, Jerry (2016-01-11).
708:Thomas, Jerry (2016-01-11).
894:
573:Volumetric concept testing
455:(to be distinguished from
364:Promotional representative
647:Schwartz, David (1987).
359:Promotional merchandise
344:Out-of-home advertising
133:Account-based marketing
486:cognitive interviewing
168:Horizontal integration
565:to direct questions.
354:Product demonstration
206:Corporate anniversary
863:Innovation economics
818:Wind, Yoram (1984).
618:Wind, Yoram (1984).
369:Visual merchandising
299:Behavioral targeting
173:Vertical integration
153:Influencer marketing
826:. Lexington Books.
626:. Lexington Books.
465:qualitative methods
319:In-game advertising
309:Display advertising
185:Promotional content
743:. Decision Analyst
716:. Decision Analyst
595:marketing research
515:Presentation modes
402:Marketing research
339:Online advertising
329:Native advertising
324:Mobile advertising
276:Sex in advertising
93:Consumer behaviour
833:978-0-669-04102-6
633:978-0-669-04102-6
450:
449:
412:Consumer research
293:Promotional media
281:Underwriting spot
256:Product placement
236:On-hold messaging
226:Loyalty marketing
143:Product marketing
138:Digital marketing
885:
838:
837:
825:
815:
809:
808:
806:
804:
797:Decision Analyst
789:
783:
782:
780:
778:
773:on 31 March 2017
769:. Archived from
759:
753:
752:
750:
748:
741:Decision Analyst
732:
726:
725:
723:
721:
714:Decision Analyst
705:
699:
696:
690:
687:
681:
678:
672:
669:
663:
662:
644:
638:
637:
625:
615:
600:proof of concept
457:pre-test markets
442:
435:
428:
407:Mystery shopping
304:Brand ambassador
241:Personal selling
231:Mobile marketing
211:Direct marketing
196:Ambush marketing
163:Annoyance factor
148:Social marketing
98:Consumer culture
78:Brand management
19:
893:
892:
888:
887:
886:
884:
883:
882:
878:Market research
868:Product testing
843:
842:
841:
834:
817:
816:
812:
802:
800:
791:
790:
786:
776:
774:
761:
760:
756:
746:
744:
734:
733:
729:
719:
717:
707:
706:
702:
697:
693:
688:
684:
679:
675:
670:
666:
659:
646:
645:
641:
634:
617:
616:
612:
608:
591:
559:
542:
517:
504:
502:Concept testing
477:
453:Concept testing
446:
417:
416:
397:Market research
392:
384:
383:
294:
286:
285:
271:Sales promotion
186:
178:
177:
73:Brand licensing
43:
17:
12:
11:
5:
891:
889:
881:
880:
875:
870:
865:
860:
855:
845:
844:
840:
839:
832:
810:
784:
754:
727:
700:
691:
682:
673:
664:
658:978-0814459058
657:
639:
632:
609:
607:
604:
603:
602:
597:
590:
587:
558:
555:
541:
538:
534:
533:
530:
527:
524:
516:
513:
503:
500:
499:
498:
495:
492:
489:
476:
475:Questionnaires
473:
448:
447:
445:
444:
437:
430:
422:
419:
418:
415:
414:
409:
404:
399:
393:
390:
389:
386:
385:
382:
381:
376:
371:
366:
361:
356:
351:
346:
341:
336:
331:
326:
321:
316:
314:Drip marketing
311:
306:
301:
295:
292:
291:
288:
287:
284:
283:
278:
273:
268:
263:
258:
253:
248:
243:
238:
233:
228:
223:
218:
213:
208:
203:
198:
193:
187:
184:
183:
180:
179:
176:
175:
170:
165:
160:
155:
150:
145:
140:
135:
130:
125:
120:
115:
110:
105:
100:
95:
90:
88:Communications
85:
80:
75:
70:
65:
60:
55:
50:
44:
41:
40:
37:
36:
35:
34:
26:
25:
15:
13:
10:
9:
6:
4:
3:
2:
890:
879:
876:
874:
871:
869:
866:
864:
861:
859:
856:
854:
851:
850:
848:
835:
829:
824:
823:
814:
811:
798:
794:
788:
785:
772:
768:
764:
758:
755:
742:
738:
731:
728:
715:
711:
704:
701:
695:
692:
686:
683:
677:
674:
668:
665:
660:
654:
650:
643:
640:
635:
629:
624:
623:
614:
611:
605:
601:
598:
596:
593:
592:
588:
586:
582:
579:
575:
574:
570:
566:
562:
556:
554:
550:
546:
539:
537:
531:
528:
525:
522:
521:
520:
514:
512:
508:
501:
496:
493:
490:
487:
483:
482:
481:
474:
472:
470:
466:
462:
458:
454:
443:
438:
436:
431:
429:
424:
423:
421:
420:
413:
410:
408:
405:
403:
400:
398:
395:
394:
388:
387:
380:
379:Word-of-mouth
377:
375:
372:
370:
367:
365:
362:
360:
357:
355:
352:
350:
349:Point of sale
347:
345:
342:
340:
337:
335:
332:
330:
327:
325:
322:
320:
317:
315:
312:
310:
307:
305:
302:
300:
297:
296:
290:
289:
282:
279:
277:
274:
272:
269:
267:
264:
262:
259:
257:
254:
252:
249:
247:
244:
242:
239:
237:
234:
232:
229:
227:
224:
222:
219:
217:
214:
212:
209:
207:
204:
202:
199:
197:
194:
192:
189:
188:
182:
181:
174:
171:
169:
166:
164:
161:
159:
156:
154:
151:
149:
146:
144:
141:
139:
136:
134:
131:
129:
126:
124:
121:
119:
116:
114:
111:
109:
108:Effectiveness
106:
104:
101:
99:
96:
94:
91:
89:
86:
84:
81:
79:
76:
74:
71:
69:
66:
64:
61:
59:
56:
54:
51:
49:
46:
45:
39:
38:
33:
30:
29:
28:
27:
24:
20:
821:
813:
801:. Retrieved
799:. 2015-12-28
796:
787:
775:. Retrieved
771:the original
766:
757:
745:. Retrieved
740:
730:
718:. Retrieved
713:
703:
694:
685:
676:
667:
648:
642:
621:
613:
583:
580:
576:
572:
571:
567:
563:
560:
551:
547:
543:
535:
518:
509:
505:
478:
461:test markets
460:
456:
452:
451:
123:Segmentation
48:Distribution
42:Key concepts
484:conducting
216:Franchising
191:Advertising
158:Attribution
83:Co-creation
847:Categories
606:References
374:Web banner
261:Propaganda
68:Activation
32:Management
334:New media
266:Publicity
118:Promotion
103:Dominance
23:Marketing
853:Aptitude
803:21 April
777:21 April
747:21 April
720:21 April
589:See also
391:Research
246:Premiums
201:Branding
128:Strategy
767:Acupoll
63:Service
53:Pricing
858:Design
830:
655:
630:
553:Test.
469:market
251:Prizes
113:Ethics
58:Retail
221:Label
828:ISBN
805:2017
779:2017
749:2017
722:2017
653:ISBN
628:ISBN
459:and
849::
795:.
765:.
739:.
712:.
836:.
807:.
781:.
751:.
724:.
661:.
636:.
441:e
434:t
427:v
Text is available under the Creative Commons Attribution-ShareAlike License. Additional terms may apply.