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13 - Concept Development and Testing (Chapter

The document discusses the concept development and testing process in new product development, focusing on concept testing, idea generation, and idea screening. Concept testing involves gathering customer feedback on new product ideas before market launch. Idea generation is a creative process for developing new concepts, while idea screening evaluates these concepts using various assessment tools.

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Carlo Niño Gedoria
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25 views13 pages

13 - Concept Development and Testing (Chapter

The document discusses the concept development and testing process in new product development, focusing on concept testing, idea generation, and idea screening. Concept testing involves gathering customer feedback on new product ideas before market launch. Idea generation is a creative process for developing new concepts, while idea screening evaluates these concepts using various assessment tools.

Uploaded by

Carlo Niño Gedoria
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Week 15 Concept Development and Testing (Chapter 13)

Concept testing
• The process of integrating generated ideas or concepts for
new product idea in the product testing.
• It involves informing the customer new product ideas and
measuring their reaction or feedback.
• It is the process of obtaining an idea evaluated by your target
customers before it will be launched and available in the
market. It includes anything from product concepts to ad
campaigns.
Idea generation is a systematic process or search for new
product ideas obtained either internally or externally. It is
considered creative thinking process.
• It is a creative process includes the generation, development
and communication of new thoughts and concepts, which
become the basis of your innovation strategy.
Idea screening is the stage in the new product development
process which follows idea (or concept) generation. It often
includes use of scoring models, checklists, or personal
judgments and is based on information from experience and
market research.

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