How to choose the best concept test in a new product development process ?

Quels tests de concept pour le développement de nouveaux produits et services ?

Emmanuelle Le Nagard () and Sophie Morin-Delerm ()
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Emmanuelle Le Nagard: ESSEC Business School
Sophie Morin-Delerm: GREG - CRC - Groupe de recherche en économie et en gestion - Centre de recherche en comptabilité - CNAM - Conservatoire National des Arts et Métiers [CNAM]

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Abstract: Concept test is a key step in the New Product Development Process. The aim of the paper is to present the different methods of tests and ways of presenting the concept, in order to see how to use these different methodologies according to the context. To achieve this, interviews with experts in market research firms as well as marketing experts in NPD within companies (both in B2C and B2B contexts) have been conducted and compared to what is written in the literature. This allowed us to build a typology of different concept tests and their sources of biases, with some suggestions to reduce them.

Keywords: methodology; biais; new product; concept test; innovation process; nouveaux produits; tests de concept; sources de biais (search for similar items in EconPapers)
Date: 2010-01-21
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00623387
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Published in 9th International Conference Marketing Trends, Jan 2010, Venice, Italie

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