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New techniques and
technologies for
testing ideas to
achieve new product
success
Test, Re-test And Test Again
1
Mike Stevens
Today’s
Speakers
2
Daniel Alexander-Head
Part 1
Development Needs Today
Part 2
Methods Of Testing
Today’s Webinar
3
The Consumer’s Conundrum
5
6
Early Stage Concept Development And Build
7
The Need For Speed
A Brief History Of Concept Testing Methods
8
Intercept CATI Central Location
The Online Access Panel
9
The MROC
10
The Community Panel
11
The Left-Of-Field – Predictive Markets
13
Who Are We Listening to?
14
Market
Your
Customers
Communit
y Panel
MROC
Predictiv
e
Markets
Access Panel
15
Access Panels
MROCs
Community Panels
MROC Case Study Personal Care
16
Preparation
• Homework: scrapbook and photo upload
Week1
• Exploration of bathtime indulgence
Week 2
• Initial concept response
Week 3
• Revised concept response
Access Panel Case Study Mobile Telecoms
17
Community Panel Case Study Alcoholic Drinks
18
2pm - 5pm Concepts drafted in workshop
Day 1
6pm Concepts uploaded
into survey
7pm Survey
launches to targeted segments
7pm - 6am Fieldwork window
6am - 7am Extraction of
basic outputs: KPI measures / verbatims
8am Results
presented back to
start workshop
Day 2
Mike Stevens
+44 207 633 2992
Daniel Alexander-Head
+1 778 373 0485
Q&A
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