Michael Baker and Susan Hart, Product Strategy and Management, 2nd Edition, © Pearson Education Limited 2007

Slide 12.1

Product testing

Michael Baker and Susan Hart, Product Strategy and Management, 2nd Edition, © Pearson Education Limited 2007

Slide 12.2

The primary objective of product testing is to prove its fitness for purpose – does the product perform to specification and deliver the expected benefits?

While many tests may be simulated proof is provided by usage in real time under real conditions.

Michael Baker and Susan Hart, Product Strategy and Management, 2nd Edition, © Pearson Education Limited 2007

Slide 12.3

In addition to performance of the actual product the developer may also wish to test elements of the marketing mix as these will influence potential users, perceptions and expectations – price, packaging, distribution and promotion.

Michael Baker and Susan Hart, Product Strategy and Management, 2nd Edition, © Pearson Education Limited 2007

Slide 12.4

Product testing involves:

1. Comparing actual performance with desired2. Benchmarking against competitive products3. Identifying possible improvements4. Assessing the impact of such improvements on

customer preferences5. Appraising purchase intentions (PI) to the actual

product compared with the concept6. Testing various marketing mixes

Michael Baker and Susan Hart, Product Strategy and Management, 2nd Edition, © Pearson Education Limited 2007

Slide 12.5

The overall objective of product testing is assessing potential buyers’ opinion of actual products vis a vis competitive offerings. Effective product testing requires that the test be:

– Realistic– Sensitive– Valid

Michael Baker and Susan Hart, Product Strategy and Management, 2nd Edition, © Pearson Education Limited 2007

Slide 12.6

Product testing should be geared to providing information for specific decisions concerning:

• The positioning of the product• The final selection of product features• Development of a launch strategy

Michael Baker and Susan Hart, Product Strategy and Management, 2nd Edition, © Pearson Education Limited 2007

Slide 12.7

In executing a product test one must decide:

• Whether to offer a single best example or variants• Whether to blind test or brand• How much explanation and guidance to offer?• Who should test the product?• Where should the test be conducted?• What techniques to employ?

Michael Baker and Susan Hart, Product Strategy and Management, 2nd Edition, © Pearson Education Limited 2007

Slide 12.8

In-house testing is known as ‘Alpha’ testing. Placing product under development with selected customers is known as ‘Beta’ testing. Alpha testing is mainly used for consumer products while Beta testing is mainly used for industrial products.

Michael Baker and Susan Hart, Product Strategy and Management, 2nd Edition, © Pearson Education Limited 2007

Slide 12.9

The basic functions of a Beta test are:

1. Confirm selection of features.2. Assess accuracy and usefulness of support material.3. Assess level of training required.4. Evaluate against competition.5. Promote sales with site chosen.6. Use site for demonstration purposes.

Michael Baker and Susan Hart, Product Strategy and Management, 2nd Edition, © Pearson Education Limited 2007

Slide 12.10

The main lessons for managers are:

• Provide yourselves with checklists – standard and specific. They represent accumulated experience.

• Plan to test sub-units and components as soonas you can.

• Plan to test prototypes as soon as you can during design implementation.

• Use third party (in-house or external) evaluation.