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| Tekijä: | Dahan, E. Srinivasan, V. |
| Otsikko: | The predictive power of Internet-based product concept testing using visual depiction and animation |
| Lehti: | Journal of Product Innovation Management
2000 : MAR, VOL. 17:2, p. 99-109 |
| Asiasana: | Internet Simulation Forecasting Methodology R&D Product testing |
| Vapaa asiasana: | Product introduction Product acceptance Prototypes |
| Kieli: | eng |
| Tiivistelmä: | One critical step in new product development is selecting from among multiple possible product concepts the one that the firm will carry forward into the marketplace. There is a need for low-cost, parallel testing of the appeal of new product concepts, the results of which closely mirror ultimate market performance. An Internet-based product concept testing method is described. The method can be used with either static or dynamic representations. A rigorous test of both virtual prototype methods against tests using both physical prototypes and attribute-only, full-profile conjoint analysis is provided. Both static and animated virtual prototype tests produced market shares that closely mirrored those obtained with the physical products, outperforming the set of predictions across the full range of products produced in the attribute-only conjoint analysis. |
SCIMA