02/05/17 Perancangan Produk - Genap 2016/ CONCEPT TESTING. Chapter 10

CONCEPT TESTING

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

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

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

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

1

- 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?

2

nd

_{- 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

2

- 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

3

rd

_{- Memilih format survei}

•  Interaksi langsung (face-to-face interaction)

•  Telepon

•  Lewat surat yang dikirimkan melalui jasa pos

•  E-mail

4

th

_{- 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)

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 √

5

th

_{- 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?

5

th

_{- 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

6

th

–

_{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

7

th

_{- 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

Power Electric Scooter

•  Skuter beroda tiga yang dijalankan dengan tenaga listrik

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:

4

th

_{- Communicating the Concept}

•  Verbal description •  Sketch •  Photograph or rendering •  Storyboard •  Working prototype

•  Physical appearance model

•  Video

•  Simulation

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

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

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?

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)

= C_def x F_def + C_prob x F_prob

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

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]

Sources of Forecast Error

•  Word-of-Mouth Effects

•  Quality of Concept Description

•  Pricing

•  Level of Promotion