Concept Development and Testing

• Concept Development and Testing is the phase where marketing and engineering details are developed.
  • This includes a very detailed marketing plan.

• A prototype needs to be created.
  • Computer-aided modeling.
  • Computer-aided rendering.

• At this stage a quick and inexpensive test to measure consumer enthusiasm is needed.
  • Ask potential consumers to react to:
    • A picture;
    • A written statement;
    • An oral description of the product concept.
  • This enables a firm to determine initial attitudes towards the product concept.

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© 2008 John Michael Pierobon

Notes