CONCEPT TESTING -...

CONCEPT TESTING Chapter 10

02/05/17 Perancangan Produk - Genap 2016/2017 1

Product Development Process


Concept Development Process


Nature of concept testing • Further narrow the set of concepts under consideration, •  based data gathered from potential customers in the

target markets, rather than the judgments made by the development team

• Specific Objectives • Select one from multiple concepts, • Gather information on how to improve a concept, and • Estimate the sales potential of the product


Purposes for Concept Testing

• Go/no-go decisions • What market to be in? • Selecting among alternative concepts • Confirming concept selection decision • Benchmarking • Soliciting improvement ideas •  Forecasting demand • Ready to launch?


Input and output • Input to the potential customer

• Prototype • Output from the potential customer

• Likelihood for the potential customer to buy the product

• Estimate of how many units of the product the company is likely to sell


Concept testing process Define the purpose of

the test

Choose a survey

population Choose a

survey format

Communicate the concept

Measure customer response

Interpret the results

Reflect on the results and the process


1st - Mendefinisikan maksud pengujian konsep

• Menuliskan pertanyaan yang ingin dijawab melalui pengujian konsep •  Konsep yang mana dari beberapa alternatif konsep yang akan

dilanjutkan pengembangannya? •  Bagaimana konsep dapat diperbaiki sehingga dapat memenuhi

kebutuhan pelanggan dengan lebih baik? •  Kira-kira berapa banyak produk yang berhasil dijual? •  Dapatkah proses pengembangan dilanjutkan?


2nd - Memilih populasi survei dan ukuran sampel


1.  Sample size varies from a few to thousands 2.  Factors affecting the sample size

a.  The stage of product development b.  Cost to conduct survey c.  Nature and intent of the survey d.  Budget (amount) of the development project e.  How possible to collect the intended information.

3.  Possible to structure multiple surveys with different objectives at different stages.

2nd - Memilih populasi survei dan ukuran sampel

Faktor-Faktor yang Memperkecil Ukuran Sampel

Faktor-Faktor yang Memperbesar Ukuran Sampel

Pengujian dilakukan pada awal proses pengembangan konsep

Pengujian dilakukan pada akhir proses pengembangan konsep

Pengujian terutama dilakukan untuk mengumpulkan data kualitatif

Pengujian terutama dilakukan untuk menilai permintaan secara kuantitatif

Survei terhadap pelanggan potensial relatif cukup mahal dari segi waktu, maupun uang

Survei pelanggan relatif cepat dan tidak mahal

Investasi yang dibutuhkan untuk mengembangkan dan meluncurkan produk relatif kecil

Investasi yang dibutuhkan untuk mengembangkan dan meluncurkan produk relatif besar

Jika terdapat proporsi target pasar yang cukup besar untuk membeli produk

Jika proporsi target pasar yang akan membeli produk relatif kecil


Market Sizes • Population and demographic data • Sales volume of various products

• Airplanes • Machine tools • Cars • Hand tools • Printers • Ball pens • Razor blades


3rd - Memilih format survei •  Interaksi langsung (face-to-face interaction) •  Telepon •  Lewat surat yang dikirimkan melalui jasa pos • E-mail •  Internet


4th - Communicating the Concept • Communication means

• Verbal description • Sketch • Photos and renderings • Storyboard (a series of images shown a temporal

sequence of actions involving the products) • Video (allowing more dynamic than the story board) • Simulation •  Interactive multimedia (video and simulation) • Physical appearance model (looks-like) • Working prototypes (works-like)


Menyesuaikan format survei dengan cara mengkomunikasikan konsep

Telepon E-mail Surat Internet Tatap Muka

Verbal description √ √ √ √ √ Sketch √ √ √ √ Photograph or rendering

√ √ √ √

Storyboard √ √ √ √ Video √ √ Simulation √ √ Interactive multimedia √ √ Physical appearance model

√

Working prototype √


5th - Mengukur respons pelanggan • Measurement

•  Mere their preferences among alternative concepts •  Understand why and how they respond to the product concepts •  Attempt to measure purchase intent (the likelihood of buying) •  But avoid aggressively promoting the product concepts •  The solution space? •  Alternative function diagrams? •  Alternative ways to decompose the problem? •  Additional external resources? •  All ideas generated and integrated?


5th - Mengukur respons pelanggan • Respons pelanggan diukur dengan

•  Meminta pelanggan untuk memilih salah satu dari dua atau lebih konsep alternatif

•  Mengapa responden bereaksi dalam cara tertentu dan bagaimana konsep produk dapat diperbaiki

•  Keinginan pelanggan untuk membeli


6th – Interpretasi Hasil •  Q = N x A x P

•  Where P = Cd x Fd + Cp x Fp •  Q = the quantity of the expected sales •  N = the number of potential customers expected to buy •  A = the fraction of these potential customers aware of the product and

the product is available •  P = the the probability that the product is purchased if the customer is

aware of it and it is available. •  Fd = the the fraction of survey respondents indicating that they would

definitely purchase •  Cd = the percentage that those in Fd will actually buy (.1-.5) •  Cp = the percentage that those in Fp will actually buy (0-.25)

•  Be aware that sales also depends on •  Words of month •  Fidelity of the concept description •  Pricing •  Level of promotion


7th - Merefleksikan hasil dan proses • Apakah konsep sudah dikomunikasikan dengan benar

sehingga menghasilkan respons pelanggan yang sesuai dengan yang dituju?

• Apakah hasil prediksi konsisten dengan hasil pengamatan tingkat penjualan terhadap produk-produk yang sama?

• Model prediksi dipengaruhi 3 variabel kunci •  Ukuran pasar keseluruhan – pertimbangan mengenai alternatif

pasar untuk produk •  Ketersediaan/kesadaran tentang produk – perjanjian distribusi dan

rencana promosi yang baik •  Proporsi pelanggan yang mungkin akan membeli produk –

perubahan terhadap desain produk, dan cara pengiklanannya untuk memperbaiki daya tarik produk


Contoh pengujian konsep : Power Electric Scooter


• Skuter beroda tiga yang dijalankan dengan tenaga listrik dan dapat dilipat serta dibawa dengan mudah

Contoh : Scooter •  1st - Purpose of concept test:

•  What market to be in?

•  2nd - Sample population: •  College students who live 1-3 miles from campus •  Factory transportation

•  3rd - Survey format: •  Face-to-face interviews


4th - Communicating the Concept • Verbal description • Sketch • Photograph or rendering • Storyboard • Working prototype • Physical appearance model • Video • Simulation •  Interactive multimedia


Verbal Description •  The product is a lightweight electric scooter that can be

easily folded and taken with you inside a building or on public transportation.

•  The scooter weighs about 25 pounds. It travels at speeds of up to 15 miles per hour and can go about 12 miles on a single charge.

•  The scooter can be recharged in about two hours from a standard electric outlet.

•  The scooter is easy to ride and has simple controls •  just an accelerator button and a brake


Sketch


Rendering


Storyboard


3D Solid CAD Model


Appearance Model


Working Prototype


Beta Prototype


Survey Format • PART 1, Qualification

•  How far do you live from campus? •  <If not 1-3 miles, thank the customer and end interview>

•  How do you currently get to campus from home? •  How do you currently get around campus?

• PART 2, Product Description •  <Present the concept description>


Survey Format • PART 3, Purchase Intent

•  If the product were priced according to your expectations, how likely would you be to purchase the scooter within the next year?


Survey Format • PART 4, Comments

•  What would you expect the price of the scooter to be? •  What concerns do you have about the product concept? •  Can you make any suggestions for improving the product concept?

•  Thank you


Interpreting the Results: Forecasting Sales

Q = N x A x P

• Q = sales (annual) • N = number of (annual) purchases • A = awareness x availability (fractions) • P = probability of purchase (surveyed) = Cdef x Fdef + Cprob x Fprob


“top box” “second box”

Forecasting Example: Factory Transport Market • N = current bicycle and scooter sales to factories (150,000)

• A = 0.25 (single distributor’s share) • P = 0.4 x top-box + 0.2 x second-box

= 0.4 x 0.3 + 0.2 x 0.2 = 0.16

• Q = 150,000 x 0.25 x 0.16 = 6000 units/yr


Forecasting Example: College Student Market • N = off-campus grad students (2,000,000) • A = 0.2 (realistic) to 0.8 (every bike shop) = 30%

• P = 0.4 x top-box + 0.2 x second-box • Q = 2,000,000 x 0.30 x [0.4 x 0.10 + 0.2 x 0.05] = 30,000 units


Power’s Market Decision: Factory Transportation


Production Product


Sources of Forecast Error • Word-of-Mouth Effects • Quality of Concept Description • Pricing •  Level of Promotion • Competition


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