A METHOD OF EVALUATING CONSUMER CHOICE THROUGH CONCEPT TESTING FOR THE MARKETING AND DEVELOPMENT OF CONSUMER PRODUCTS

摘要

A method of concept testing includes performing a multi-attribute evaluation of prompts comprising concepts and products, eliciting consumer's evaluations of the extent to which each attribute ideally should be possessed by a product, eliciting consumer's evaluations of their likelihood of purchasing the products and concepts, performing an independence factor analysis of the attributes whereby clusters of attributes are identified as factors in purchase decisions, performing a squeeze analysis whereby a matrix of factors (Fig. 2) is created wherein points defining the distances between each product (A-F) and the ideal product (ID) are plotted and a rating (1-6) is assigned to each factor and to each attribute so that the distance between each product and the ideal product are re-ranked into the same order as the purchasing likelihoods, and measuring on a factors map (Fig. 3), for each prompt, the deviation of each attribute evaluation from the mean attribute evaluation for all prompts.