What does product acceptance mean
Market acceptance tests are a Market research toolthat are applied to To be able to assess whether the target group and the market are ready for a new product or a new type of service.
Find market acceptance tests mostly early in or before the development phase instead of. Such tests can go through Market research instrumentssuch as trial introduction in selected regional markets, surveys, targeted measurement of the purchasing behavior of selected groups of people or software tests. Customer requests, suggestions and identified weaknesses can flow into the further elaboration.
the goal is Measure the likely success of a product / service at an early stage of product development, around To reduce follow-up costs and bad investments.
By interviewing the test subjects, you can also Weak points are revealedthat can be fixed before the actual release (functional errors, compatibility problems, design defects, ...), and that can also Concept can be adapted to the wishes of the target group.
Market acceptance tests need to be worked out with care:
The concept of the product / service to be tested should be presented to the test user in such a way that they can empathize as well as possible with the product / service to be developedin order to achieve relevant results (e.g. through visualizations, verbal product descriptions and / or detailed models and prototypes). The type of presentation mostly depends on the type of product conceived, the level of development and the test environment.
You therefore have to define what you want / can show, which product data is important for the customer (e.g. design, shape, size, performance, weight, operation, etc.) and which core items those are to which one Feedback wants / needs.
Because market acceptance tests Work out and refine trends, as well as the Define target group even more intensively, it is an advantage if test persons can choose from variants and / or contribute their own opinion.
The selection of the test group is very important, as this should correspond to the intended target group in order to get realistic feedback. The selection is made e.g. according to consumption habits and / or psychological criteria. However, it can be difficult to correctly define the actual target group if not all potential markets have been identified and concepts have not been developed sufficiently.
Also the Test environment can influence the results of the examinations (test environments are often studio tests in companies or market research agencies, spontaneous tests in public spaces or online surveys).
The environment also depends on technical aidsthat are necessary for the test (e.g. to collect feedback).
- In the first part, test subjects are supposed to spontaneous feedback be animated.
- In a second phase it is about that test subjects their first Specify impressions and evaluations more precisely and support them with details / arguments.
The Evaluation of the tests usually takes place in teams. The type of evaluation depends on the type of feedback acquisition. From the evaluation, recommendations are developed within the team, which can be incorporated into further development in order to reduce follow-up costs and to maximize the profit margin of the future product / service.
Since products / services are strongly subject to trends and competitors are not idle either, the time span between the test and the actual market launch should not be too long.
Criteria that can be queried are:
- Which product idea is favored?
- Which competitors / competing products are similar?
- Are there political factors that contribute to acceptance?
- Does the product fit the corporate image?
- Does it strengthen or weaken competitors?
- How is the user experience?
Attention: If test persons know that presented concepts relate to new products, assessments are usually more positive.
Prof. Dr. Daniel Baier / Market-oriented product design
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