Task Background
One of the basic goals of this subject is to give you an appreciation of the complexity of product innovation and the challenges companies face in developing new products. Poor marketing research is frequently cited as one of the main factors in new product failure.
Well-designed research, conducted at various stages of the new product development process can provide vital customer input for design and development of new products. Crawford & di Benedetto identify three tests that are critical in product innovation
(1) concept testing to determine if the intended user needs the proposed item
(2) product testing to see if the item developed meets that need and
(3) market testing to see if there is an effective marketing plan.
In this assignment you are required to examine in depth, the role of testing at various stages of the new product development process. You will do this by designing a concept and product test that could have been used for Oculus Rift - a virtual reality (VR) headset launching in 2016.
You will find background detail here.
https://www.independent.co.uk/life-style/gadgets-and-tech/oculus-rift-is-finally-going-to-be-reality-but-is-it-too-late-10237378.html The
Task
Take yourself back several years in time. Imagine that you have recently joined the company (Oculus) and your job now involves designing (but not conducting) testing activities that will help take this new concept in virtual reality headsets through to a successful launch.
The project is currently at the concept evaluation stage and your role involves the design of concept and product testing. Please note that you do not need to find out what the company actually did in terms of concept and product testing.
Your job is to apply what you are learning about concept and product testing in this subject and supplement this with further research to assist you in designing the concept and product tests. Your assignment has two parts.
Part A: Concept testing The first part of your task is to design the concept testing procedure.
It has already been decided by management that this testing will be done in a focus group setting. So first define and explain concept testing and set out your aims for the concept test. Then outline in very specific detail: Suitable respondents for your concept test A very specific concept testing procedure to achieve your aims (include a concept statement and moderator's guide for your focus group in appendices) Justification for the various aspects of your recommended procedure Limitations of concept testing Remember to draw on relevant theoretical concepts to underpin your recommendations.
Part B: Product testing For the next section on product testing you will need to define and explain product testing and then set out: Your research objectives for product testing Key information you would be looking to find out With whom you would conduct product testing and why Market research techniques you would use, e.g. focus groups, surveys.
Specific details of how the research would be implemented, e.g. what issues you would probe, how you would conduct the testing, various stages of testing, and what questions you would ask. Please be as specific as possible and use an appendix for sample questionnaire Justification for what you are proposing Any limitations of the product testing Remember: The task is not to find out what research was actually conducted but what might have been done. In doing this, the purpose is for you to demonstrate your understanding of testing during the product development process.
Note: This is only a starting point. This is a major assignment in a final year subject and I expect you to do substantial additional research. Make sure that you schedule plenty of time to find material, think about it, start writing, find the gaps, do some more research and present an integrated response to the task you have been set. Referencing: Use APA referencing style for in text referencing and in your reference list. See referencing guide at https://student.csu.edu.au/library/integrity/referencing-at-csu Rationale
This assignment will help you to:
Develop an understanding of concept and product testing which are a key activities in the process of taking a new product from an idea or opportunity through to a successful launch. Demonstrate the capacity to identify and analyse issues in concept and product testing in a workplace related situation and recommend practical and innovative solutions.
This should develop your skills and confidence to develop and implement key aspects of managing a new product activity. Develop and enhance written communication skills. These assessment addresses the following learning this subject: make recommendations on the design, development and improvement of activities required to take a new product from an idea or opportunity through to a successful launch.
2500 word.
10 apa reference.