How to choose the best concept test in a new product development process ?

Quels tests de concept pour le développement de nouveaux produits et services ?

Emmanuelle Le Nagard (1) , Sophie Morin-Delerm (2)

1 ESSEC Business School
2 GREG - CRC - Groupe de recherche en économie et en gestion - Centre de recherche en comptabilité

Concept test is a key step in the New Product Development Process. The aim of the paper is to present the different methods of tests and ways of presenting the concept, in order to see how to use these different methodologies according to the context. To achieve this, interviews with experts in market research firms as well as marketing experts in NPD within companies (both in B2C and B2B contexts) have been conducted and compared to what is written in the literature. This allowed us to build a typology of different concept tests and their sources of biases, with some suggestions to reduce them.

Mots clés: methodology; biais; new product; concept test; innovation process

Mots clés: nouveaux produits; tests de concept; sources de biais

Domaines: Gestion et management

Emmanuelle Le Nagard, Sophie Morin-Delerm. Quels tests de concept pour le développement de nouveaux produits et services ?. 9th International Conference Marketing Trends, Jan 2010, Venice, Italie. ⟨halshs-00623387⟩