The testing of a concept
Many new ideas or options come in the process of creation of a new product or service or renovation of the existing ones. The future success depends on the choice of one or another idea. As a result you have to choose the right concept which will not only be implemented in life, but also bring in return. Concepts are scrutinized to learn if they are correspond to the set objectives, the real situation in the market as well as customers’ preferences.
The main objectives of the research are:
- Estimation of the attractiveness of the new product concept (package, name, logo etc.)
- Perception of advantages of competitors
- Estimation of the variants of the brand name, package, logo etc.
- Consumers’ recommendation concerning brand name or logo
Concerning the methodology of testing of a concept we recommend to use the qualitative methods as focus groups and in-depth interviews.
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