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CHAPTER NINE
CONCEPT TESTING
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Initial reaction: preliminary, inexpensive assessment of concepts, which may be flowing very quickly at this point.
Avoid bazooka effect (quickly blasting out concepts without forethought) Do not include idea source in initial reaction. Respect the fragility of ideas -- have more than a single person involved. Use more than pure intuition -- keep records and stay objective.
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A simple, written statement of a products positioning, benefit, reason for being, or unique selling proposition
Example: A new electric razor whose screen is so thin it can cut closer than any other electric razor on the market.
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1. How different, if at all, do you think this diet soft drink would be from other available products now on the market that might be compared with it? Very different ( ) ( ) ( ) ( ) Not at all different
2. Assuming you tried the product described above and liked it, about how often do you think you would buy it? More than once a week ( ) ( ) ( ) ( ) ( ) ( ) Would never buy it
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x x xx x x Segment 1 x x x x x x x x Convenience x
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Oxford
Quality
Wollongong
Leicester
Convenience
LaTrobe YSJU
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Oxford X Wollongong
Leicester
Convenience
YSJU La Trobe