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Materi 9 Concept Testing (Autosaved)

This document discusses concept testing, which is used to evaluate product concepts prior to development. It describes the concept testing process and provides an example of concept testing an electric scooter. The key purposes of concept testing are to determine the appropriate market and select the best concept. The results can be used to forecast demand and guide go/no-go development decisions.

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rachmat nursalam
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22 views

Materi 9 Concept Testing (Autosaved)

This document discusses concept testing, which is used to evaluate product concepts prior to development. It describes the concept testing process and provides an example of concept testing an electric scooter. The key purposes of concept testing are to determine the appropriate market and select the best concept. The results can be used to forecast demand and guide go/no-go development decisions.

Uploaded by

rachmat nursalam
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Materi 9:

Concept Testing

Muslimin, Dr. Eng.


[email protected]
Magister Terapan Rekayasa Teknologi Manufaktur
Jurusan Teknik Mesin – Politeknik Negeri Jakarta
2020
Product Design and Development
Karl T. Ulrich and Steven D. Eppinger
5th edition, Irwin McGraw-Hill, 2012.

Chapter Table of Contents:


1. Introduction
2. Development Processes and Organizations
3. Opportunity Identification
4. Product Planning
5. Identifying Customer Needs
6. Product Specifications
7. Concept Generation
8. Concept Selection
9. Concept Testing
10. Product Architecture
11. Industrial Design
12. Design for Environment
13. Design for Manufacturing
14. Prototyping
15. Robust Design
16. Patents and Intellectual Property
17. Product Development Economics
18. Managing Projects
Concept Development
Process
Four Phases of Product Development

Concept System-Level Detail Testing and Production


Planning
Development Design Design Refinement Ramp-Up

Mission Development
Statement Identify Establish Generate Select Test Set Plan Plan
Customer Target Product Product Product Final Downstream
Needs Specifications Concepts Concept(s) Concept(s) Specifications Development

Perform Economic Analysis

Benchmark Competitive Products

Build and Test Models and Prototypes


Product Development Process
Mission Develop
Statement Identify Establish Generate Select Test Set Plan Pla
Customer Target Product Product Product Final Downstream
Needs Specifications Concepts Concept(s) Concept(s) Specifications Development

Concept
Concept System-Level Detail
Detail Testing
Testingand
and Production
Production
Planning Development Design Refinement Rump-up
Design

Qualitative Quantitative
Concept Concept
Testing Testing
Concept Testing is Used for
Several Purposes
• 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?
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
Concept Testing Example:
emPower Electric Scooter
Scooter Example
• Purpose of concept test:
– What market to be in?
• Sample population:
– College students who live 1-3 miles (1.6
– 4.8 km) from campus
– Factory transportation
• Survey format:
– Face-to-face interviews
Communicating the Concept
• Verbal description
• Sketch
• Photograph or rendering
• Storyboard
• Video
• Simulation
• Interactive multimedia
• Physical appearance model
• Working prototype
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 (11.3 kg). It
travels at speeds of up to 15 miles per hour (24.14 km
per hour) and can go about 12 miles (19.3 km) on a
single charge.
• The scooter can be recharged in about two hours (2
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?

I would I would I might I would I would


definitely not probably not or might not probably definitely
purchase purchase the purchase purchase purchase
the scooter. scooter. the the scooter. the scooter.
scooter.

“second box” “top box”


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=NxAxP
• 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:
College Student Market
• N = off-campus grad students (200,000
students)
• A = 0.2 (realistic) to 0.8 (every bike shop)
• P = 0.4 x top-box + 0.2 x second-box
• Q = 200,000 x 0.2x[0.4x0.3+0.2x0.1]
=5,600 units / year
• Price point $795 (Rp 12,355,890)
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
• Q = 150,000 x 0.25 x [0.4 x 0.3 + 0.2 x 0.2]
= 6000 units/yr
• Price point $1500
emPower’s Market Decision: Factory Transportation
Production Product
Sources of Forecast Error
• Word-of-Mouth Effects
• Quality of Concept Description
• Pricing
• Level of Promotion
• Competition
Discussion
• Why do respondents typically overestimate
purchase intent?
– Might they ever underestimate intent?
• How to use price in surveys?
• How much does the way the concept is
communicated matter?
– When shouldn’t a prototype model be shown?
• How do you increase sales, Q?
• How does early (qualitative) concept testing
differ from later (quantitative) testing?

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