Assignment Task:
A student at a university developed an idea for artificial turf that had interlocking pieces, making it easier to install and reducing installation time by a third, without creating noticeable seams. He asked GPS Marketers to help him with concept testing. GPS developed a survey, which they sent to landscapers in Arizona, New Mexico, Texas, and California. Based on the very successful results of the survey, which asked about purchase intent and uniqueness, the student started his own company with his brother to produce the artificial turf and sell it to landscapers in regions where water was limited. Why was the investment in concept testing a crucial exercise? It is smart to conduct concept testing to ensure that a product will be well received by consumers and worth the time and resources needed to develop it. Concept testing gives the developer enough information to start building a pricing strategy on how much to charge for the product. Testing a concept with potential buyers allows the company to find influencers who can help them market the product. Taking time to test a concept gives the developers more time to tweak a product and finish the final stages of development.