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Topic: Concept testing

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	Concept testing - Definition, explanation
		Concept testing is the process of using quantitative methods and qualitative methods to evaluate consumer response to a product idea prior to the introduction of a product to the market.
		Advertising professionals have generally created concepts and communications of these concepts for evaluation by consumers, on the basis of consumer surveys and other market research, or on the basis of their own experience as to which concepts they believe represent product ideas that are worthwhile in the consumer market.
		Traditionally, concept testing has been inadequate as a means to identify and quantify the criteria upon which consumer preference of one concept over another was based.
	www.calsky.com /lexikon/en/txt/c/co/concept_testing.php (934 words)

	Concept testing - Wikipedia, the free encyclopedia
		Concept testing is the process of using quantitative methods and qualitative methods to evaluate consumer response to a product idea prior to the introduction of a product to the market.
		Advertising professionals have generally created concepts and communications of these concepts for evaluation by consumers, on the basis of consumer surveys and other market research, or on the basis of their own experience as to which concepts they believe represent product ideas that are worthwhile in the consumer market.
		Traditionally, concept testing has been inadequate as a means to identify and quantify the criteria upon which consumer preference of one concept over another was based.
	en.wikipedia.org /wiki/Concept_testing (566 words)

	Concept Screening :: Surveys & Forecasts
		Concept format/layout must be identical in each test and, longer-term, across multiple tests (otherwise, state of finish/format issues confound historical test interpretation).
		In concept testing, the research focus shifts away from a pure screening process to one of fine-tuning and optimizing one or more of the potential winning ideas.
		Physical sizes for concepts are rarely less than full-sheet (8½" x 11"), and often extend to large boards mounted on foam-core (although this is may be overkill).
	www.surveys-forecasts.com /concepts.htm (945 words)

	Concept testing in focus groups
		We put into the concept statement a guarantee that the bank would rectify mistakes, a security code the bank employees themselves couldn’t access, a phone to speak to a human, a friendly screen (“computer” was a dirty word in those days).
		Testing things that can’t, or shouldn’t be tested, like some (definitely not all) personal products, products which must be experienced but can’t be produced in prototype, or ideas which are so vague that they cannot yet be communicated meaningfully.
		Instead, the tests were perceived as helping to decide whether to use more expensive tests and treatments, how aggressively to pursue treatment and which drugs to use.
	www.mnav.com /contest.htm (4898 words)

	[No title]
		A positioning concept often includes some attempt at persuasion or “sell” as the writer tries to explain what makes the product advantageous relative to other products, and is often supported by a photograph or high-quality illustration.
		Concept testing is a quantitative marketing research technique used to evaluate a concept’s potential and to discover ways of improving it.
		A concept test involves exposing a product idea to consumers and getting their reaction to it, using a predetermined series of questions designed to measure various emotions, reactions, and opinions.
	www.sju.edu /~jlord/ConceptTesting.doc (825 words)

	Concept Testing, Purpose (Site not responding. Last check: 2007-10-24)
		Concept testing is an endeavor used in identifying early on potentially successful products.
		Concept testing also lays the foundation upon which benchmarking can be carried out in the future.
		Nonetheless, it is important to realize that the process of concept testing should be considered as a mechanism to refine, develop and nurture new ideas, thus increasing their chance to penetrate the market successfully.
	www.visitask.com /Concept-Testing.asp (213 words)

	Survey Software - Online Survey Software - Customer Satisfaction Survey - Employee Survey - Web Survey Software
		Concept testing is most often used in concept development to test the success of a new product idea before it is marketed.
		Concept testing is most often a GO/No Go screening that serves to kill those concepts that have very little potential.
		Concept testing and development provides the direction and guidance necessary to selectively identify and communicate key product or service benefits, uses, packaging, advertising, sales approaches, product information, distribution, and pricing.
	www.surveyz.com /products/survey-software-concept-testing.html (1277 words)

	Concept Testing Systems - Decision Analyst (Site not responding. Last check: 2007-10-24)
		Concept testing identifies potentially successful new products early on, so that you can focus limited research and development resources (and limited marketing resources) on the new product concepts with the greatest probability of consumer acceptance.
		The score of all of the test concepts can be compared to the scores of the control concepts to estimate which of the test concepts are likely to do well in the marketplace.
		Typically, 10 to 20 early-stage concepts are tested together as a group.
	www.decisionanalyst.com /Services/Concept.asp (789 words)

	Quality Testing for Hardware, Software, e-Commerce and Internet (Site not responding. Last check: 2007-10-24)
		The concept is that you test "from the top level down (top...down)." This helps catch problems that are often missed if you don't specifically test each area.
		This type of testing is critical, but should be accompanied by "creative testing" in which a tester has a lot of freedom to figure out what to do and how to do things.
		What this test tells you is how well your site will handle unexpected loads that may come as a result of unplanned events like, changing market forces, the failure of your competitors to fill the needs of their customers, or serendipitous national publicity.
	www.keylabs.com /faq.shtml (1533 words)

	GAO-05-324, Aviation Security: Measures for Testing the Impact of Using Commercial Data for the Secure Flight Program
		To determine the effectiveness of using commercial data, TSA developed initial measures for commercial data concept testing, such as the overall percentage of passenger-provided records from which identity can be verified using commercial data, and plans to refine the measures throughout the testing process.
		The results of this test are intended to provide TSA the basis for refining performance measures identifying impacts on aviation security prior to subsequent testing, should DHS and TSA decide to pursue the use of commercial data.
		The results of this test are intended to provide TSA with the basis for refining performance measures that identify impacts on aviation security prior to subsequent testing, should the Department of Homeland Security (DHS) and TSA decide to pursue the use of commercial data.
	www.gao.gov /htext/d05324.html (3934 words)

	Concept Testing \| Online Concept Testing \| Advertising Brand Product Positioning Strategy \| Marketing Research\| Online ...
		We employ advanced concept testing research measurement and questionnaire approaches to assess concept strength of brand, advertising, and product concepts using qualitative and quantitative market research methods.
		Concept testing is both a research and measurement activity, and a creative concept development activity.
		Concept development requires an exploratory market research mode and mindset, starting first using exploratory qualitative research methods such as depth interviews among target audience members.
	www.powerdecisions.com /concept-testing.cfm (378 words)

	Interoperability Testing - Anue Systems Network Emulator
		While the test proves the plane can land itself on a perfect day, it is not a predictor of how the system will behave in wide range of weather conditions under which a plane will have to operate.
		The tests must be manually stopped and restarted to change out the spool of fiber for one with a different length.
		Testing under a single condition is not a realistic test.
	www.anuesystems.com /interoperability_testing.htm (392 words)

	AstraZeneca International - Seeking New Medicines - Concept Testing
		This is the phase where the decision is taken to test the Candidate Drugs in humans.
		A Candidate Drug is first tested in a limited number of subjects, generally healthy volunteers but for some drugs in patients that are very closely monitored.
		Regulatory approval is needed before we can test the drug in humans, and we handle the submission of data to achieve this, and co-ordinate the answers to any questions raised by the regulatory agencies during the studies.
	www.astrazeneca.com /article/502368.aspx (564 words)

	Network Enablers - Testing, Prototyping & Staging
		Testing is a practical results-oriented approach to qualifying outcomes and minimising risks.
		Acceptance testing is a rigorous process to determine whether the proposed product or solution complies with necessary technical standards and specifications and is fit for purpose as intended.
		Commissioning tests check network connectivity with neighbouring nodes, traffic flows as expected, management systems have visibility to gather alarms and statistics, and that deployment practices and procedures have been executed in accordance with the design and implementation guidelines.
	www.networkenablers.com.au /Dev/Services/Details/testing.htm (895 words)

	Concept Development & Testing
		We test themes and messages with targeted audiences to gauge their usefulness and appeal and to ensure that projects are culturally appropriate.
		To test the ease of use and appeal of the materials, we conducted focus groups with 3- to 6-year-old children as well as their parents and caregivers.
		The concepts and associated messages and materials were then tested by ORC Macro for appropriateness, appeal, realism, intelligibility, and usefulness.
	www.orcmacro.com /Social/Design/conceptdev.aspx (339 words)

	Concept flight testing for combat laser - Bronx's Junkyard
		Boeing has begun flight testing in New Mexico of the concept of an aircraft-mounted tactical combat laser that could eventually be used against ground targets.
		The low-power tests at White Sands Missile Range involve a laser mounted on a belly of a C-130 and are part of the Advanced Tactical Laser (ATL) Advanced Concept Technology Demonstration.
		Boeing said in a release that the beam is precise enough to hit the tire of a moving vehicle without risking a hit on the fuel tank or passenger compartment.
	www.bjunkyard.com /forums/showthread.php?t=16231 (618 words)

	Pricing and Positioning for Entrepreneurial Marketers - Knowledge@Wharton
		Concept testing is defined as a research technique where one determines whether the potential user understands the idea of the proposed product, reacts favorably to it and feels that it answers a need.
		The primary purpose of concept testing is to estimate consumer reactions to a proposed idea before committing substantial funds to it.
		High on the list is the fact that concept testing "does not always predict market success." But it "is a lot better than nothing, and is typically a bargain, easily worth the time and expense in terms of its impact on the success of an entrepreneurial venture," said Lodish.
	knowledge.wharton.upenn.edu /article.cfm?articleid=1129&CFID=1739474&CFTOKEN=70077956 (1870 words)

	Concept Test Surveys
		Concept testing is most often used in the concept development stage of product design to test the success of a new product idea before it is marketed.
		Concept analysis is often associated with the process of providing "proof of concept".
		Moreover, when concept test surveys are conducted properly, they provide the direction and guidance necessary to selectively identify and communicate key product and market information.
	www.qualtrics.com /concepttestsurveys (140 words)

	The Value of Concept Testing
		Concept testing is a marketing research technique typically used to predict the success of a new product idea before launch, normally involving the gathering of consumer's reactions to the basic idea of the product.
		Concept testing best practices typically involves the use of both qualitative and quantitative market research techniques to evaluate consumer responses to a product or service idea – ideally prior to introduction into the marketplace.
		While concept testing will not answer all these questions, it certainly can help marketers make sure key elements of the product or service are heading in the right direction and gather diagnostic feedback to improve the odds of success.
	www.markitecture.com /innovation_insights/concept_testing.html (622 words)

	Concept Testing :: Surveys & Forecasts
		Concept testing is quantitative research tool that evaluates and diagnoses, in detail, the performance of fully developed conceptual ideas that have been created to meet consumers’ desired end-benefits.
		The goal of concept testing is to evaluate and diagnose a complete branded idea.
		Concept tests involve exposing a single concept to a group of respondents, each comprising its own cell.
	www.surveys-forecasts.com /contest.htm (436 words)

	Concept testing (Site not responding. Last check: 2007-10-24)
		With concept testing new product ideas can be evaluated at a very early stage to get buyer input before costly production is incurred.
		Therefore, before a company incurs that expense the concept should be tested with buyers to understand the potential and to make design changes.
		A diet food concept was tested and that there was a high level of interest among the category users.
	www.savitzresearch.com /tr_concept_testing.htm (138 words)

	Investigating the use of Concept Testing Questions (Site not responding. Last check: 2007-10-24)
		This tests the understanding of the various concepts and the student progresses with correct answers, or is directed back to relevant points for revision.
		each question is considered separately to decide which of the essential concepts are being tested, and 'weighted' marks are assigned to each concept (+ for correct, - for incorrect).
		the final scores are considered to discover which of the concepts have achieved the pass threshold level and which do not, indicating either a pass to the next level or remedial work.
	www-biol.paisley.ac.uk /TEACHING/QMark_concept.htm (354 words)

	Concept Testing \| Concept Tests
		These concepts would be evaluated monadically, by qualitative and quantitative elements to identify areas of strength and weakness.
		Concepts, or concept groups, are presented in a detailed, complete form and typically offer the same product, but emphasize different key elements of the overall idea.
		Concepts receiving a final assessment are typically market ready, and the full assessment simply helps determine the best marketing mix or optimum positioning for the concept.
	www.infosurv.com /concept-test.htm (580 words)

	Advertising Concept Testing Article
		Advertising concept testing is used to evaluate ad theme concepts and appeals, advertising concepts, pricing, brand concepts, new product concepts and positioning strategy concepts.
		The important thing is to choose an advertising concept tester who uses qualitative and quantitative methods to evaluate consumer response to your product idea before it comes on the market or to alter current attitudes toward your existing product.
		The advertising concept testing companies use online surveys, mail surveys and telephone interviews to find out if consumers are interested in certain products and what types of advertising they respond most to.
	www.christianet.com /advertising/advertisingconcepttesting.htm (806 words)

	MRSI Introduces Concept Highlighter (SM) - Online Concept Testing Solution Gives Clients Clear and Actionable Feedback
		Concept Highlighter (SM), an online concept testing tool from MRSI, provides a visual experience that makes it easier for survey respondents to react to product concepts and for marketers and researchers to understand those reactions including likes and dislikes and purchase intent.
		Concept Highlighter allows consumers to read a concept online and click on the elements (words, phrases, pictures) that influence their decision on whether or not to purchase a product.
		Analysis on concept strengths and weaknesses is then used to determine if the concepts have the characteristics necessary for lasting product success.
	www.prweb.com /releases/2007/5/prweb526916.htm (551 words)

	How to Change the World: Online Concept Testing with Ina Saltz
		Also, the fundamental value of online testing that she discusses is insightful: that is, she can go into meetings saying that “customers said...” and cut through the bull shiitake of everyone expressing their opinion about a design.
		I agree that usability testing (or in this case, first impression assessment) is critical in gauging the acceptance of a concept/product during early stages of development.
		Testing covers and concepts is an expensive process that's dpendent on finding an "accurate" model to test.
	blog.guykawasaki.com /2006/09/online_concept_.html (1071 words)

	U.S. GAO - Summary
		GAO found that TSA developed a concept test to determine the utility of using commercial data for Secure Flight as a first step in determining its impact on aviation security.
		TSA also developed initial measures for commercial data concept testing that are intended to provide information related to impacts on aviation security, including improvements in false positive and false negative rates.
		TSA measures developed to date for commercial data testing do not, and were not designed to, provide information on overall Secure Flight system operations (i.e., system response time, connectivity with air carriers, security, and privacy) or identify impacts of using commercial data on aviation security in an operational environment.
	www.gao.gov /docsearch/abstract.php?rptno=GAO-05-324 (416 words)

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