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Contents 1 New Product Concept Analysis Surveys 1.1 General Measures that are part of a New Product Concept Analysis 1.1.1 Concept Presentation (For New Products or Services ) 1.1.2 Overall Reaction 1.1.3 Detailed Concept Analysis 1.1.4 Use Situation 1.1.5 Value Analysis 1.1.6 Segmentation Analysis

New Product Concept Analysis Surveys

Concept test studies are appropriate in the initial screening of new product concepts. Likes and dislikes about the concept and evaluation of acceptability and likelihood of purchase are especially useful measures.

General Measures that are part of a New Product Concept Analysis

Concept Presentation (For New Products or Services )

Present the new concept description. Be sure to describe completely. You can use graphics, video, audio, samples or whatever best portrays the concept and associated attribute and benefit messages.

Overall Reaction

• Concept need/relative improvement over current method of doing things
• Overall reaction to the concept (acceptability, desirability, interest)
• Likelihood of purchase of concept

Detailed Concept Analysis

• Likes and dislikes about the concept
• Concept attribute list evaluation
• Awareness of competing products or companies
• Awareness of substitute and complementing products
• Superiority over other existing products

Use Situation

• Use situation evaluation (likelihood of use in specified situations)
• Current use of similar or competing products
• Frequency of product use

Value Analysis

• Evaluation of product value
• Price sensitivity analysis
• Preferred method of purchase

Segmentation Analysis

• Market segment identification as most likely to use
• Type of communications (message, source, media) that would help you decide to purchase