This document discusses different types of testing for products: concept testing, product testing, and market testing. Concept testing involves testing initial product ideas to validate messages and consumer relevance. Product testing evaluates the actual product and detects defects. Market testing gauges product viability in real market conditions prior to wide release. Both product and market testing aim to validate the product goals and intended message to customers. The document provides examples and comparisons of these different testing types.
7. Concept Testing
Goals To Confirm Messages
❏ Provide guidance for segmentation
strategy e.g. Unique Selling
Proposition
❏ To check the degree to which the
message that users receive from the
concept is consistent with the
message intended
❏ The importance of the main idea to
consumers
To Confirm Relevancy of Solution
Ideas
❏ To screen multiple ideas
❏ Concept‘s relevance to consumer
needs
❏ The extent to which consumers feel
that the concept can deliver the
benefits promised
Concept
Testing
9. Concept
TestingConcept Testing
Example
Issues to solve: to help people easily move from A to B within the same city
Idea:
Car sharing, rental transportation, etc.
Execution:
Two or more concepts that contradicted (message or how the solution works)
E.g.
● Ride Sharing vs Ride Sharing = Easy vs Connect to people with similar
interests
● Car sharing vs rental = Connect to people with similar interests vs Comfort of
privacy
11. Product Testing
A process of measuring the qualities of
products properties. Such as:
● product usability,
● performance,
● security, and
● compatibility
Test the real products
Product
Testing
14. Product Testing Types
Post Market Release (Design
Evaluation)
➔ For improvement in the next
iteration
➔ To validate initial goal
Product
Testing
Pre Market Release
To prevent mistakes and
avoiding problems when
delivering solutions or services
to customers
15. Variables to Consider
Blind
Single Product
Controlled Environment
Branded
Variants
In-Home
Supervised Unsupervised
Product
Testing
VS
Product Testing
18. Market Research
● Sales figures within a market
● Where and how customers buy your product or service, so you
can establish the most effective distribution and marketing
channels
● How much customers are willing to pay, so you can figure out
a competitive price for them and realistic profits for you
● Which sales, advertising, display, and promotion method(s)
are most effective
https://www.entrepreneur.com/encyclopedia/market-testing
19. Market Research
Through market research, you'll uncover:
● Demand for a product or service in your market
● Who your customers are
● Your direct and indirect competitions
● Customers opinions about your product and competitors
● How to position your product so that you could take
advantage of its unique selling proposition
https://www.entrepreneur.com/encyclopedia/market-testing
21. Market Testing
Gauge the viability prior to
a wide scale release
https://www.gutcheckit.com/blog/product-vs-market-testing/
Understand actual consumer
demand and appeal under the
influence of external factors
Test products in the real market to identify issues that cannot be
discovered during development process
+
22. Market Testing
Gauge the viability prior to
a wide scale release
https://www.gutcheckit.com/blog/product-vs-market-testing/
Understand actual consumer
demand and appeal under the
influence of external factors
Test products in the real market to identify issues that cannot be
discovered during development process
= Validate Product Goals and
Message to Customers
24. Market Testing
Market testing does not involve communication with consumers like product
testing does
https://www.gutcheckit.com/blog/product-vs-market-testing/
Market Testing
provides metrics on the actual
in-market performance of the
product
Product Testing
gathers information on how to
improve the product and can help
you understand the relative
satisfaction.
25. Concept Testing Product Testing
To measure current product
quality
Conducted in Problem
Discovery Phase
Conducted in Solution
Phase
To confirm product ideas
and the intended messages
Test product idea(s) Test the real product /
MVP
Support Market Research Support Market Testing
