Chp 8. Concept Testing · PDF fileSystem-Level Design Detail Design Testing and ... storyboard, video, simulation, interactive multimedia, ... (lihat slide berikut) 7

Chp 8. Concept Testing

PlanningConcept

DevelopmentSystem-Level

DesignDetail

DesignTesting andRefinement

ProductionRamp-Up

QualitativeConceptTesting

QuantitativeConceptTestingTesting Testing

Test Konsep dilakukan untuk Beberapa AlasanBeberapa Alasan

• Go/no-go decisionsg• 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

1. Definisikan alasan dari test konsepp

Definisikan alasan dari test konsep

• Konsep mana yang akan dilanjutkanKonsep mana yang akan dilanjutkan pengembangannya

• Bagaimana konsep diperaiki• Bagaimana konsep diperaiki• Berapa perkiraan produk yang akan

t j lterjual• Dapatkah proses pengembangan

dilanjutkan pada masa y.a.d


1. Definisikan alasan dari test konsepp2. Pilih populasi survey

Populasi survey

• Sesuai dengan targetSesuai dengan target• Bila target lebih dari 1 segmen, maka

sebaiknya memilih dari setiap segmen untuk y p gmengetahui tanggapan tiap segmen

• Penentu ukuran sampel :p– Pengujian di awal vs di akhir proses– Pengujian untuk data kualitatif vs kuantitatif– Survei mahal, lama vs survei cepat, murah– Investasi produk kecil vs besar

P i t t b k il– Proporsi target besar vs kecil


1. Definisikan alasan dari test konsepp2. Pilih populasi survey3. Pilih format survey

Face-to-face, surat, telephone, e-mail, Internet.

4. Komunikasikan konsepV b l d i ti k t h h t d d iVerbal description, sketch, photos and renderings, storyboard, video, simulation, interactive multimedia, physical appearance model, working prototypes.

5. Ukur respon konsumen

Mengukur respon pelanggan

• Dimulai dengan komunikasi produkg p• Skala ukuran keinginan konsumen :

– Pasti akan membeli– Mungkin akan membeli– Mungkin, atau tidak akan membeli– Tidak akan membeliTidak akan membeli– Pasti tidak akan membeli

• Catatan : skala bisa beda2


1. Definisikan alasan dari test konsep2. Pilih populasi survey3. Pilih format survey

F t f t t l h il I t tFace-to-face, surat, telephone, e-mail, Internet.4. Komunikasikan konsep

Verbal description, sketch, photos and renderings, p p gstoryboard, video, simulation, interactive multimedia, physical appearance model, working prototypes.

5. Ukur respon konsumenp6. Interpretasikan hasilnya (lihat slide berikut)7. Refleksikan pada hasil dan prosesnya

Concept Testing Example:emPower Electric ScooteremPower Electric Scooter

• Purpose of concept test:p p– What market to be in?

• Sample population: – College students who live

1-3 miles from campus– Factory transportation

• Survey format:– Face-to-face interviews


1. Definisikan alasan dari test konsepp




1. Definisikan alasan dari test konsepp2. Pilih populasi survey












• Survey format:– Face-to-face interviews

Survey Format

• PART 1, Qualification– How far do you live from campus?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?– How do you currently get around campus?

• PART 2, Product Description– <Present the concept description.>p p

Survey Format

• PART 3, Purchase IntentIf the product were priced according to your expectations– 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 might I would I would I would definitely not

purchase the scooter.

gor might not

purchasethe scooter.

definitely purchase

the scooter.

probably notpurchase

the scooter.

probably purchase

the scooter.

“top box”“second box”

Survey Format

• PART 4, Comments– What would you expect the price of the scooter to be?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?concept?• Thank you.




4. Komunikasikan konsepV b l d i ti k t h h t d d iVerbal description, sketch, photos and renderings, storyboard, video, simulation, interactive multimedia, physical appearance model, working prototypes.

Verbal Description

• The product is a lightweight electric scooter that p g gcan be easily folded and taken with you inside a building or on public transportation. Th t i h b t 25 d It t l t• 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. abou es o a s g e c a ge

• The scooter can be recharged in about two 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

Storyboardy

3D Solid CAD Model Appearance Model

Working Prototype Beta Prototype


1. Definisikan alasan dari test konsep2. Pilih populasi survey3. Pilih format survey

F t f t t l h il I t tFace-to-face, surat, telephone, e-mail, Internet.4. Komunikasikan konsep

Verbal description, sketch, photos and renderings, p p gstoryboard, video, simulation, interactive multimedia, physical appearance model, working prototypes.

5. Ukur respon konsumenp6. Interpretasikan hasilnya (lihat slide berikut)7. Refleksikan pada hasil dan prosesnya

Interpretasikan Hasilnya

• Jika memilih satu di antara beberapa konsep, p p,interpretasi dari hasil respon konsumen akan langsung terlihat. Tapi jika hasilnya tidak dapat disimpulkan mungkin konsep harus dipilihdisimpulkan, mungkin konsep harus dipilih berdasarkan biaya atau pertimbangan lainnya.

• Selain itu, test konsep ini dilakukan juga untuk Se a u, es o sep d a u a juga u umeramalkan penjualan potensial di masa depan. Perhitungan dilakukan sbb:

Forecasting Sales

Q = N x A x P• Q = kuantitas produk yang diharapkan terjual (thn)• N = jumlah konsumen potensial (thn)

A f k i d i k t i l t k b li jik• A = fraksi dari konsumen potensial untuk membeli jika produk tersedia, dan berapa banyak yang menyadari keberadaan produk (awarenessxavailability)

• P = probabilitas bahwa produk akan dibeli jika tersedia dan konsumen menyadari keberadaannya (hasil survey).

P = Cdef x Fdef + Cprob x Fprob

“second box”“top box”

Forecasting Example

• College Student Market– N = off-campus grad students (200,000)– A = 0.2 (realistic) to 0.8 (every bike shop)– P = 0.4 x top-box + 0.2 x second-box– Q = 2,000,000 x 0.30 x 0.05– Price point $795

• 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

Sumber forecast error

• Word-of-Mouth Effects

• Quality of Concept Description

• Pricing

• Level of Promotion• Level of Promotion

• Competition

Production Product

Discussion

• Why do respondents typically overestimate y p yp ypurchase intent?– Might they ever underestimate intent?

H t i i ?• How to use price in surveys?• How much does the way the concept is

communicated matter?communicated matter?– When shouldn’t a prototype model be shown?

• How do you increase sales, Q?y• How does early (qualitative) concept testing differ

from later (quantitative) testing?

Chp 8. Concept Testing · PDF fileSystem-Level Design Detail Design Testing and ... storyboard, video, simulation, interactive multimedia, ... (lihat slide berikut) 7

Documents