Abstract
In this chapter, we focus on concept testing. It is important to invest adequate time in concept testing to discover the most important attributes/benefits to craft into the “minimum viable product” (MVP) for later development and testing with your first niche market of focus. As such, our learning objectives in this chapter are to:
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Axelrod, J. N. (1964). Reducing advertising failures by concept testing. Journal of Marketing, 28(4), 41–44.
Cooper, R. G. (1979). The dimensions of industrial new product success and failure. Journal of Marketing, 43(3), 93–103.
Cooper, R. G. (1993). Winning at new products: Accelerating the process from idea to launch (2nd ed.). Perseus Books Group.
Cooper, A. (1998). The inmates are running the asylum: Why high-tech products drive us crazy and how to restore sanity. Morgan Kaufmann.
Cooper, R.G. (2001). Winning at new products: Accelerating the launch from idea to launch. Basic Books (Hachette Books Group, Inc.), 3rd edition.
Cooper, A., & Reimann, R. M. (2002). About face 2.0. Morgan Kaufmann (Elsevier).
Crawford, C. M., & Di Benedetto, C. A. (2021). New products management (12th ed.). McGraw Hill.
Dictionary.com. (2020). Definition for the word “concept”. Accessed on 24th Oct 2020, from https://www.dictionary.com/browse/concept
Dolan, R. J., & Matthews, J. M. (1993). Maximizing the utility of customer product testing: Beta test design and management. The Journal of Product Innovation Management, 10(4), 318–330.
Go, K., & Carroll, J. M. (2004). Scenario-based task analysis. In D. Diaper & N. Stanton (Eds.), The handbook of task analysis for human-computer interaction (pp. 117–134). Taylor & Francis.
Hagan, M. (2014). Persona template: For user-centered design process, Open Law Lab blog by Margaret Hagan. Accessed on 15 Nov 2020 from https://www.openlawlab.com/2014/09/19/persona-template-user-centered-design-process/
Iuso, B. (1975). Concept testing: An appropriate approach. Journal of Marketing Research, 12(2), 228–231.
Klink, R. R., & Athaide, G. A. (2010). Consumer innovativeness and the use of new versus extended brand names for new products. The Journal of Product Innovation Management, 27(1), 23–32.
Lees, G., & Wright, M. (2004). The effect of concept formulation on concept test scores. The Journal of Product Innovation Management, 21(6), 389–400.
Miaskiewicz, T., & Kozar, K. (2011). Personas and user-centered design: How can personas benefit product design processes? Design Studies, 32(5), 417–430.
Ozer, M. (2010). The moderating roles of prior experience and behavioral importance in the predictive validity of new product concept testing. The Journal of Product Innovation Management, 28(1), 109–122.
Page, A. L., & Rosenbaum, H. F. (1992). Developing an effective concept-testing program for consumer durables. The Journal of Product Innovation Management, 9(4), 267–277.
Peng, L., & Finn, A. (2010). How cloudy a crystal ball: A psychometric assessment of concept testing. The Journal of Product Innovation Management, 27(2), 238–252.
Pruitt, J., & Adlin, T. (2006). The persona lifecycle: Keeping people in mind throughout product design. Morgan Kaufmann (Elsevier).
Reidenbach, P. E., & Grimes, S. (1984). How concept knowledge affects concept evaluation. The Journal of Product Innovation Management, 1(4), 255–266.
Rogers, E., & Shoemaker, F. F. (1971). Communication of innovations (2nd ed.). The Free Press.
Schoormans, J. P. L., Ortt, R. J., & de Bont, C. J. P. M. (1995). Enhancing concept test validity by using expert consumers. The Journal of Product Innovation Management, 12(2), 153–162.
Tauber, E. M. (1972). What is measured by concept testing? Journal of Advertising Research, 12(6), 35–37.
Wind, Y. (1973). A new procedure for concept evaluation. Journal of Marketing, 37(4), 2–11.
Author information
Authors and Affiliations
Corresponding author
Rights and permissions
Copyright information
© 2022 The Author(s), under exclusive license to Springer Nature Switzerland AG
About this chapter
Cite this chapter
Reid, S.E., Crawford, C.B. (2022). Concept Testing. In: Entrepreneurial Vision. Classroom Companion: Business. Springer, Cham. https://doi.org/10.1007/978-3-030-77803-3_15
Download citation
DOI: https://doi.org/10.1007/978-3-030-77803-3_15
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-77802-6
Online ISBN: 978-3-030-77803-3
eBook Packages: Business and ManagementBusiness and Management (R0)