Process of using quantitative method to evaluate consumers’ responses to a concept / product at development stage (prototypes) or post launch to follow up on performance with competition as benchmark.
Advantages
- Identifies how acceptable consumers are towards the messages conveyed in concept, supported by the identification attitudes, believes and purchase / usage intention.
- It reduces the risk of loss in investing in product by ascertaining consumers’ acceptance towards a product improvement or new product launch.
- It is supplemented by vigorous diagnostic analysis to identify specific areas of improvements to ensure superior market performance.
Process
- Concept (image, text) is tested by respondents whom are asked to rate specified attributes.
- Central Location Test (CLT)- products tested by respondents in controlled and standardized environment.
- Home Use Test (HUT) – products tested by respondents in natural environment to simulate real life.