Concept and product tests
- With product lifecycles getting ever shorter, new
product variants, flavours and packaging concepts are vital to maintain a competitive edge. At the same time,
there is a growing risk of failure in an increasingly tough market environment.
To successfully reconcile the conflicting priorities of
customer needs and market requirements, manufacturers need to formulate a clear brand
message and ensure that new concepts are optimised
at an early stage of product development.
- Concept and product tests can be performed as pretests
- Design errors can be prevented during the planning
and design phase, thus reducing the risk of failure
and saving money.
- If products are already established in the market,
strengths and weaknesses can be analysed (including competitor analysis, if required) to identify
areas where improvement is needed.
- Choosing the most appropriate method requires taking
aspects such as the individual questions, the test
materials available and the accessibility of the target
group into account.
- Focus of analysis
- Depending on the objective, the concept or
product itself is tested individually or against
other products in the market.
- As well as performance, the product's brand,
design, features and price can all be analysed in
- Research focuses on the following aspects:
- Look and feel/visual appearance
- Analysis of strengths/weaknesses
- Novelty value
- Brand fit of product
- Willingness to pay
- Willingness to buy
- Optimisation potential
- Accurate answers:
- eprdv-engineering concept and product tests deliver important
data that enables informed decisions during the key stages of the product lifecycle:
- Evaluation of perception and acceptance of a
product/concept among the target group, along with basic viability
- Feedback that allows improvement of the product/concept
- Selection of the most promising
product/concept (if several alternatives are being tested)