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New Product Development
Published in Titus De Silva, Integrating Business Management Processes, 2020
The purpose of concept testing is to determine whether the consumer needs or wants the product or service. It is presented to groups of consumers to evaluate their attitudes and buying intentions. The concept may be in the form of text or pictures. However, a physical presentation will enhance the reliability of the concept test. If a physical form has not been presented, consumers may not be able to understand the concept and express any opinion. The answers to the following questions will provide information on attributes and benefits that customers feel are important: Would you buy the product?Would you replace the current product with the new product?Would this product meet your real needs?
Management, Research, and Budgeting in Promotion
Published in Susan Tyler Eastman, Douglas A. Ferguson, Robert A. Klein, Media Promotion and Marketing for Broadcasting, Cable, and the Internet, 2012
Michael O. Wirth, Ronald J. Rizzuto
Because the results so often are misjudged or misused, concept testing is controversial among both creative staff members and management. For example, a common misuse of concept testing is to assume that the results of a qualitative test will predict how well a subsequent promotional campaign will perform in a quantitative sense. Concept testing does not necessarily produce a “winner.” It is most helpful in doing two things: first, locating strengths or running up red flags about any given creative approach, and second, establishing a first-read from the audience on what the content of different campaigns means to them (as opposed to what the researchers think it means).
The Research and Design Process
Published in Krystina Castella, Designing for Kids, 2018
Usually in the early stages of project development, concept testing is to get assurance that the concept is on track, or helps to choose the best concept out of many. It is about the idea, not the execution of that idea. We don’t look for refined solutions in concept testing, but general thoughts about the topic or approaches to potential solutions. Eric Poesch, design director at Uncle Milton Toys, holds focus groups for concept testing. He explained: “We bring in kids and their parents, and always find it hugely valuable. We never know what feedback we’re going to get, but it’s guaranteed there will always be something we didn’t expect.”38
Pre-Occupancy evaluation of buildings in VR: development of the prototype and user studies
Published in Architectural Science Review, 2022
Anastasia Globa, Rui Wang, Olubukola Tokede, Chin Koi Khoo
The background research, theoretical model, methodology and initial proof-of-concept studies for the proposed pre-occupancy evaluation approach were conducted throughout 2015–2020. Preliminary proof-of-concept testing and responses from the industry were overwhelmingly positive (Moloney et al. 2020). This paper presents the next stage of this research, focusing on the experimental setup and results from the user groups. The investigation discussed in this paper focuses on the key differences in responses between architecture professionals and architecture students that used VR for pre-occupancy evaluation. Therefore, the concluding sections of this paper expand on the critical analysis of the results where statistical testing has revealed significant differences in responses between the expert and novice populations.
Compact Hybrid Simulation System: Validation and Applications for Braced Frames Seismic Testing
Published in Journal of Earthquake Engineering, 2022
Elif Ecem Bas, Mohamed A. Moustafa, Gokhan Pekcan
One of the major objectives of this paper is to introduce the use of HS and substructuring concepts for testing braces to better capture the low-cycle fatigue behavior and induced-rupture as it relates to realistic earthquake loading. This section presents first a background on why more brace testing is needed and what the current modeling limitations are. Next, two new applications are presented to demonstrate the applicability of the proposed substructured HS for CBFs and brace testing under seismic excitations using small-scale proof-of-concept testing. The first application focused on brace behavior when it is tested through failure using both an HS approach as part of a CBF under increasing earthquake excitations and uniform cyclic loading. To establish the comparison between the two testing approaches, the damage index was calculated for the tested braces based on best estimates for Coffin–Manson coefficients and low-cycle fatigue life calculations from the two tests. In the second application, the HS setup was used to test the CBF under different duration earthquakes. Several HS tests were conducted using a set of two spectrally matched long and short duration ground motions. The obtained brace axial strain and force histories were used to compare the damage accumulation and estimate the damage index as it relates to the earthquake duration.
Development of a wireless field tack coat tester to evaluate in-situ tack coat performance
Published in Road Materials and Pavement Design, 2018
Aiman Mahmoud, Erdem Coleri, James Batti, David Covey
Proof-of-concept testing was conducted at the OSU parking lot to determine the possibility of using OFTCT as a QC and QA test during construction to evaluate the degree of cleanliness of pavement surfaces before tack coat application. To determine the impact of cleanliness on measured tensile strength, three control experiments were conducted on the pavement surface cleaned by sweeping and washing. CO1_CSS 1H_b emulsion at a medium application rate (0.32 L/m2) was used for testing. 152 mm by 152 mm squares were drawn on the pavement (Figure 8(a)) and calculated application rate was applied using a paintbrush (Figure 8(b)). To be able to determine the effect of cleanliness on the bond strength, again CO1_CSS 1H_b emulsion was applied at a medium application rate after applying the dust. A 0.34 kg/m2 of dust was applied using a paintbrush on a 152 mm by 152 mm square (Figure 8(c)) before applying the specified emulsion. Average tensile strength from the locations with and without dust was compared to evaluate the impact of cleanliness on bond strength. Figure 8(d) shows the OFTCT setup during testing.