Concept Development and Testing

An attractive idea has to be developed into a product concept. It is significant to distinguish among a product concept, a product idea, and a product image. A product idea is an idea for a likely product that the company may see itself offering to the market. A product concept is a throughout version of the idea stated in meaningful consumer terms. A product figure is the way consumers perceive real or potential product.

Concept testing calls for testing a new-product concepts along groups of target consumers. The concepts can be presented to consumers physically or symbolically for some of concept tests, a word or picture description may be sufficient. But, a more concrete and physical presentation of the concept will enhance the reliability of the concept test. nowadays, some marketers are  searching  innovative  ways  to  create  product  concepts  more  actual  to  consumer  subjects.  For instance, some are by using virtual reality to test product concepts. Virtual reality programs utilized computers and sensory devices (like gloves or goggles) to simulate reality.