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Are you currently conducting concept testing prior to the development and launch of your new products? If not, you are exposing your company to unneeded financial risk. Consumers are eager to tell you if they have any interest in the product you are thinking of developing and if this interest will translate into dollars. The Beef Innovations Group (BIG) has learned that when developing a new product, one of the most important steps to take is concept testing. Concept testing provides qualitative and quantitative consumer feedback on a product or idea, usually through focus groups, personal interviews or surveys. This step allows a product to be refined in the early stages, improving the likelihood for future success.
The first step of concept testing is typically in the form of an idea (an illustrated and written concept statement) versus showing an actual product. Most often, not just one, but several concepts will be presented to consumers in this beginning stage of research. After the consumer feedback is recorded and reviewed, the list is filtered down to the products that appear to have the greatest consumer interest and potential for success.
This stage can provide vital information about your concept, straight from the consumer. You may find out information such as: does this product concept fit into thei r lifestyle; does it fill a void in their life; where would they plan on purchasing it; do consumers perceive that the flavor profile, packaging idea, preparation method, etc., provides a benefit; how often might they buy it; who might consume it; potential issues that may exist with the product; and a myriad of other pieces of information. All of this information pieced together will help determine if you should spend the time and money necessary to move forward in development.
The next step of the development process is to turn the product concept statements into protocepts, which are generally ‘bench top’ versions of products. Once protocepts have been developed, consumer sensory testing is conducted. In this step consumers sample the protocepts and provide feedback in a number of different categories that may include overall liking, product uniqueness, flavor, appearance, tenderness, and other measures that may be beneficial to further development. All suggestions for improvement are recorded and taken into consideration. After the product has been further refined, sensory testing is conducted once again to ensure that all major concerns have been addressed.
The result of these simple steps is a significantly higher probability of success in the market after the initial promotional period has ended. Many of us have experienced the thrill of gaining new distribution and the anguish of a deleted item before it has had a chance to recoup the initial investment. BIG has recently begun assisting companies in understanding and conducting new product testing on products that utilize beef which has led to the development of several successful new products.
Why is BIG becoming more involved in this process? BIG is able to lower an individual company's cost by leveraging several products at single time. In addition, our technical team is able to add insight into the development process, reducing the time needed prior to launch.
Beef Innovations Group is focused on new product development with the goal of assisting you in bringing new beef products to market. For more information on new product development or concept testing, please contact Jim Ethridge at jethridge@beef.org.
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