Cocept Testing: The Role of Concept Formulation for New Product Success

Giorgia Cianfrone

Student thesis: Master thesis


The role of pre-market analyses has become crucial before the commercialization of a new product. In this phase, even more crucial is the role of concept testing, which is used by firms to get an initial reaction from customers before committing substantial funds to the product. However, companies are not satisfied with the results conducted with concept tests because there is a low accuracy of market predictions, hence it is not possible to clearly state whether the product would be a success or not. A way to overcome such issues, is to not underestimate the way in which the concept is presented to the respondents. This work is focused on stimuli design, namely the role of concept formulation when doing concept tests. It has been demonstrated that depending on the way in which the concept is presented, the overall evaluation varies. This has been proved conducting an online survey and statistically analysing the results. Through this research, an electronic device developed by Amazon and not available in Europe has been chosen and proposed to a selected audience. It has been presented in four different ways: statement, statement combined with visual and online reviews, visual and virtual prototype. The subsequent analyses confirm the different outcomes yield by each stimuli design.

EducationsCand.merc.smc Strategic Market Creation, (Graduate Programme) Final Thesis
Publication date2019
Number of pages88
SupervisorsClaus Varnes