Evaluating New Products

Abstract

The article discusses about product concept testing, with highlights on conjoint analysis and the traditional product testing, types of conjoint data collection, applications of conjoint analysis, and recommended solutions for the current problems about product testing. As discussed, the different types of conjoint data includes tradeoff tables, full-profile techniques, compositional techniques, hybrid techniques, and adaptive conjoint analysis, while some of its applications designing bar soaps, new product concept descriptions, and service descriptions. Currently, the most difficult problem in product concept testing is to find techniques to test for "really new products." In addressing the problem, the author suggests that the researcher apply procedures that bridge the gap between current experience and how the new experience will look and feel.