CONCEPTS AND PRODUCT TESTING

  • Category:
    Marketing
  • Document type:
    Assignment
  • Level:
    Undergraduate
  • Page:
    6
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    4146

TABLE OF CONTENTS

COVER PAGE………………………………………………………….1

EXECUTIVE SUMMARY………………………………………………………2

INTRODUCTION…………………………………………………………………3

  • Background Information…………………………………………3

  • Purpose of the Study………………………………………………3

  • The Scope of the Study……………………………………………4

  • Report Contents……………………………………………………5

DISCUSSION……………………………………………………………………….7

SECTION A: CONCEPT TESTING………………………………………………..7

  • Aims of Concept Testing…………………………………7

  • Concept Testing Methods…………………………………8

  • Respondents for the Concept Test…………………………8

  • Limitations of the Test…………………………………….10

SECTION B: PRODUCT TESTING………………………………………………..10

  • The Purpose of the Test……………………………………………11

  • The Research Hypothesis……………………………………………11

  • Specific details of how the research would be implemented………12

  • The Test Variables……………………………………………………12

  • The Test Data analysis………………………………………………13

  • Limitations of the Study………………………………………………13

RECOMMENDATIONS………………………………………………………………14

CONCLUSION……………………………………………………………………………………..15

REFERENCES………………………………………………………………………….17

APPENDICES…………………………………………………………………………19

CONCEPTS AND PRODUCT TESTING

Executive Summary

This paper investigates the field of virtual reality and how submersion and habitations can be expanded with regards to route and communication with Virtual Environments. As indicated by Bass, et al., (2001), the accessibility of VR innovation has started a pattern, particularly in diversion advancement. Old methods for outlining for intelligent situations must be amended. This is finished by investigating the gigantic assortment of work done on VR, investigating its hidden ideas, utilizing tried configuration strategies and methods for assessing association for VR (Oculus VR. 2014). An outline proposal through using a tablet gadget as the principle info gadget is inferred. By utilizing the information picked up from checking on the examination on VR conclusions are drawn on how plan for a touch gadget, as well as when planning for some writes of information gadgets.

Virtual Reality (VR) is a standout amongst the most broadly examined ideas in today’s innovation circles. Virtual reality headsets can possibly roll out a critical improvement in the way customers work, experience diversion, make buys and take an interest in social exercises. With applications and opportunities in the 3D/4D innovation market, Virtual Reality is relied upon to be an extensive innovation in the following 10 years (Oculus VR. 2014).

Consequently this paper will be concern much with the idea and item testing. The report talks about how the two sorts of advertising testing are led. After the assessment of the idea and the item testing contemplate, the report will give brief suggestions and the finish of the study. Rundown of reference sections are incorporated at the conclusion of the report to indicate critical data that is not caught amid the study.

Introduction

Brief background information

Poor showcasing examination is every now and again refered to as one of the principle variables in new product disappointment. All around planned exploration, directed at different phases of the new item improvement procedure can give basic client contribution to outline and advancement of new items. Subsequently, Crawford and di Benedetto have recognized three tests that are basic in product development. These are:

1. Concept testing to figure out whether the planned client needs the proposed thing

2. Product testing to check whether the thing created addresses that issue and

3. Market testing to check whether there is a successful promoting arrangement.

A contextual analysis is in Oculus Rift Company with the Virtue Reality venture. The Oculus Rift as portrayed by their site «is another virtual reality headset that permits players to venture inside their most loved recreations and totally drench themselves in the virtual world» will be accessible for customer buy (Oculus VR. 2014). It was assessed that it would be accessible in 2015 (this year) yet seeing as we are part of the way through and such an unpredictable products would not be without its postponements, it has been pushed into 2016.

Purpose of the report

The broad use for this exploration is to lead the use of Oculus Rift Virtue Reality concept and product testing strategy.

Give energy about the multifaceted nature of item advancement and the difficulties Oculus Rift Company face in creating Virtue Reality items.

Exclusively, applying the information of concept and product testing in Oculus Company for the most part in Visual Reality venture to enhance it more.

To supplement the underlying learning and the encounters on concept as well as product testing in Oculus Rift Company with further significant exploration materials to help the partakers build up, and build up an enhanced concepts along with products tests.

The Scope of Topic

The requirement for the examination on concept and product testing in Oculus Rift Company rose as a consequence of the essential of the Oculus Rift Company to:

• Develop a comprehension of concept and product testing which are key exercises during the time spent taking another product from a thought or opportunity through to an effective dispatch.

• Demonstrate the ability to distinguish and dissect issues in concept and product testing in a work environment related circumstance and suggest pragmatic and inventive arrangements. This principally builds up the abilities and certainty; create and execute key parts of dealing with another product action.

DISCUSION

SECTION A: THE CONCEPT TESTING

Concept testing (or market testing) is the procedure of utilizing quantitative strategies and subjective techniques to assess shopper reaction to an item thought before the acquaintance of an item with the business sector. A concept testing is a potential answer for an issue or need potential purchasers see. Concept testing addresses whether clients see a requirement for the proposed products.

Aims of Concept Testing

Concept tests search for early purposes of product shortcoming and market disappointment that can be settled pre-dispatch. Along these lines, for our contextual investigation, the report will look into on the center issues that influence the business sector quality and recognitions on the Oculus Rift Virtue Reality items. In particular, concept testing goes for any reason to:

• Indicate a concentrated fragments of the populace to which the VR items advances

• Assess the relative advance of option VR item thoughts/setups/positions and components alluring to the focused on business sector portions

• Provide important data for building up the Oculus Rift VR item and its advancement, dissemination and evaluating

• Identify purchaser associations with the idea of Virtue Reality

• Identify potential irregularities in brand picture and buyer recognitions

• Identify unrecognized products advantages

Concept Testing Methods

Specific Recommendations on Conduct of the Test

There are three assortments of concept testing approaches. Each has an alternate goal and can give distinctive advantages (Bass, et. al., 2001). Here are a few techniques to consider:

• Concept assessments, where ideas speaking to product thoughts are exhibited to shoppers in verbal or visual structure and after that quantitatively assessed by buyers by showing degrees of procurement purpose, probability of trial, and so on.,

• Positioning, which is a concept assessment wherein ideas situated in the same useful item class are assessed together, and

• Product/concept tests, where shoppers first assess an idea, then the relating item, and the outcomes are thought about (Cobb, et al., 1999).

Respondent for the concept test

The Virtue Reality Products focused on clients: We show the Virtual Reality items application that gives an intelligent, immersive visit to ATLAS test (Bass, et. al., 2001). We imagine it being utilized as a part of two distinctive courses: first as an instructive and effort apparatus — for schools, colleges, galleries and intrigued people, and also as an occasion viewer for ATLAS physicists for them it will give a greatly improved spatial consciousness of an occasion, track and stream headings, inhabitances and co operations with finder structures.

The writing by Mazuryk, and Gervautz, (1996) says that the achievement of concept test depends on the nature of the idea’s portrayal which is exhibited to the respondents. It is not obscure for 20 minutes to be spent teaching the respondent around an idea, yet in many studies customers get 10 to 20 seconds, which is likely adequate for straightforward ideas yet inadequate for complex ideas like that of Oculus Rift Virtue Reality.

The effect of respondent instruction can be extraordinary. One study on Virtue Reality items found that in the wake of portraying an idea, the extent of respondents who said they would «unquestionably» or «presumably» purchase was 59% at $1.59 and 59% at $2.29 paying little heed to the value (Mazuryk, and Gervautz, 1996). Be that as it may, when the same study was directed with an in-home use part (i.e., leaving the item with the customers for a couple of weeks), cost had a bigger impact, with the expressed aim to purchase being 64% at the lower cost and 48% at the higher cost.

Limitations

Certain impediments have been set to the degree of the undertaking:

1. The presentation strategies will be of a static guide, and won’t have position following.

2. The presentation strategies will basically be thought to be utilized with a first-individual point of view in a stereo vision virtual reality environment.

3. The presentation techniques examined are those viewed as one of a kind for the Oculus Rift and comparable headgear, and strategies not including the Oculus Rift won’t be viewed as (Mazuryk, and Gervautz, 1996).

SECTION B: PRODUCT TESTING

Product testing, additionally called buyer testing or relative testing, is a procedure of measuring the properties or execution of items. Product testing checks whether the item that has been planned really meets the purchaser needs intended to meet. As per Bowman, et al., (1998), it happens in the improvement stage. Product testing looks to guarantee that shoppers can comprehend what those products will accomplish for them and which items are the best values. Product testing is a procedure to expand buyer insurance by checking the cases made amid showcasing systems, for example, publicizing, which by their inclination are in light of a legitimate concern for the element dispersing the administration and not as a matter of course in light of a legitimate concern for the customer Virtual Reality Blog. (2009).

Purposes

  • Determine if the prerequisites of a determination, control, or contract are met

  • Provide standard information for other experimental, building, and quality affirmation capacities

  • Provide proof in lawful procedures: product obligation, licenses, product asserts, and so forth.

  • Help recognize potential cost investment funds in products

  • Reporting the sorts of harm to items found from shopper utilization

  • Controlling the consistency of creation of items or segments

Research Hypotheses

The advancement of virtual reality gadgets, for example, head-mounted showcases has been fast and cutting edge items are getting more like a state, where the innovation itself is no more a deterrent of the submersion experience. This exploration thinks about whether this angle has prompted abatement in the impacts of digital affliction (Cobb, et al., 1999).

This study might likewise answer whether digital affliction is more grounded for individuals who experience the ill effects of movement ailment and if individuals experience digital ailment comparably or do some individuals respond to virtual situations more forcefully than others.

Specific details of how the research would be implemented

The primary test gadget is Oculus Rift, a cutting edge head-mounted presentation with high field-of-vision. Stand out such gadget is utilized for this investigation, which means one and only test client can be assessed at one time. The gadget is associated with a PC, which is utilized to demonstrate a video and run a diversion. Clients will be likewise wearing earphones for far better drenching in the virtual world (Kennedy, et al., 1993).

The study will test the impacts of digital disorder with Oculus Rift, a current head-mounted presentation gadget. The analysis will be held at the University of Oulu one test client at once. Test clients will watch a video and play a diversion utilizing Oculus Rift.

Prior and after the test, clients should round out a test system affliction survey, which can be utilized to dissect the physiological condition of the client. The survey incorporates numerous side effects, for example, general inconvenience, exhaustion, cerebral pain and eye fatigue.

Clients are additionally incited to write in on the off chance that they experience the ill effects of movement affliction to check whether the relationship between digital disorder and movement ailment exists.

The Test Variables

Test clients will utilize the same test gadget and will watch the same video and play the same diversion to sum up the test environment (Kennedy, et al., 1993).

Clients will likewise be classified into two gatherings: individuals with and without movement disorder. These gatherings will be assessed independently to check whether there is a distinction between the gatherings.

Clients might do one portion of the test taking a seat and the other half holding up. The trial for one client might most recent 15 minutes.

Data analysis

Information is broken down in Microsoft Excel and IBM SPSS. Client particular physiological prosperity is gotten from the surveys and an expansion variable is ascertained from the outcomes previously, then after the fact the investigation. Bowman, et al., (1998) said that clients can be likewise assembled taking into account whether the client felt physically well or powerless before the test. General increment in physical disease is additionally computed. Contrasts between clients with and without movement affliction are measured (Virtual Reality Blog, 2009).

Limitations of the Study

This study utilizes one and only sort of head-mounted showcase, Oculus Rift. Different gadgets may create distinctive results, yet they are excluded in the exploration because of absence of accessibility.

Clients likewise assess their physical prosperity just through subjective means and no goal checks, for instance restorative examinations, are done (Kennedy, et al., 1993).

Test clients are likewise constrained to college understudies, who are primarily youthful grown-ups maturing from 18 to 30 years. For more thorough testing, a bigger age gathering would be required. More youthful individuals may likewise be more acclimated to virtual reality gadgets and gaming all in all, which could skew the outcomes marginally. Then again, examines have demonstrated that youngsters are more inclined to the impacts of digital disorder (Kennedy, et al., 1993).

Alpha testing:

Alpha testing is a sort of affirmation testing; performed to remember all possible issues before releasing the thing to normal customers or open. The focal point of this testing is to recreate veritable customers by using black box and white box methodology. The fact is to do the endeavors that a normal customer may perform. Alpha testing is done in a lab space and generally the analyzers are inside delegates of the affiliation. To put it as clear as could be permitted, this kind of testing is called alpha essentially in light of the fact that it is done at an early stage, near the end of the change of the item, and before beta testing.

Gamma Testing:

Gamma Testing is done when programming is prepared for discharge with determined necessities, this testing done specifically by skirting all the in-house testing exercises. The product is verging on prepared for definite discharge. No component advancement or upgrade of the product is embraced and firmly perused bug fixes are the main code.

Gamma check is performed when the application is prepared for discharge to the predetermined necessities and this check is performed specifically without experiencing all the testing exercises at home. Gamma testing is the third level of testing, for the most part for wellbeing. Tragically, Gamma testing is turning into a relic of past times, killed off by diminished time cycles, aggressive weight, and the nearsighted spotlight on quarterly benefits.

A Product Innovation Charter (PIC) 

«Product Innovation Charter (PIC): A basic key archive; is the heart of any sorted out push to popularize another item. It contains the reasons the undertaking has been begun, the objectives, goals, rules, and limits of the task. It is the «who, what, where, when, and why» of the item improvement venture. In the Discovery stage, the sanction may contain suppositions about business sector inclinations, client needs, and deals and benefit potential. As the venture enters the Development stage, these suspicions are tested through model improvement and in-business sector testing (Concept and product testing). While business needs and economic situations can and will change as the venture advances, one must oppose the solid propensity for undertakings to stray as the improvement work happens.

The PIC must be continually referenced amid the Development stage to ensure it is still substantial, that the undertaking is still inside the characterized stadium, and that the open door imagined in the Discovery stage still exists.

A PIC is a composed record, arranged by senior administration to diagram the organization’s new item technique and to manage the item group. A thorough and itemized PIC gives more bearing and center to the group and at last, better execution of the organization’s new items.

A technique for new items that guarantees that the group creates items in accordance with firm targets and commercial center open doors through the Product Portfolio: an approach to survey which new items would be the best ones to add to the current line, given money related and key goals

PIC concentrates on company’s item improvement, recognizes opportunities; firms choose whether another prodct adds monetarily and deliberately to the present line; abstains from squandering rare assets

Recommendations

There are numerous potential outcomes for utilizing virtual reality as a part of the organization of, for example, Driessen. Virtual reality makes it less demanding to encounter diverse upgrades (Cobb, et al., 1999). Additionally VR demonstrates that Driessen is a creative organization. The accompanying are the proposals for the Oculus Company towards the Virtual Reality venture.

Making a virtual domain; programming is required for making a reasonable virtual envi-ronment. Driessen has Solid Works models of the ideas which must be foreign made into a virtual domain with the right light impacts and materials. It is alluring that Driessen can without much of a stretch alter the presence of their ideas and spot them into a virtual domain.

Alignment; great adjustment is required for showing the right view on the ideal spot in the group rest. The product ought to make it simple to align, for instance by resetting the HMD when it is holding tight a pre-decided area. Next to the calibra¬tion of the right view on the perfect place the size of the perspective is likewise vital. The client ought to encounter the LDMCR with a size of 1:1.

Interface on a tablet; finally the utilization of the tablet ought to be incorporated in the framework. The client interface ought to be manufacture furthermore the association between the tablet and the showed virtual environment (Feber, 2015). With the tablet live communication with the virtual team rest is required. On the tablet elements of the group rest and livelinesss of other individuals in the team rest can be exchanged on or off and there can be exchanged between various ideas.

Conclusion

New Product Concept Tests: Use new product concept tests to distinguish the advantages most critical to clients and the components that are destined to make those advantages. Elements can be classified into «need to haves» and «decent to haves.» You have to recognize and organize client requirements for item improvement and advancement. This sort of concept test can likewise test client starting responses to the idea (Reaction and Adoption Test).

Product Modification or Upgrade Tests: Reformulations, changes, and redesigns can add new life to existing items and administrations (Feber, 2015). With item change or update tests, recognizing the ideal heap of elements is a need. It’s basic to separate and organize the arrival of new components that are «have to haves» versus «pleasant to haves» so you can make items and administrations that are really «better than ever,» or deserving of another discharge or update.

Product Usability and Serviceability Tests: Concept use tests survey the client experience. By what means can the involvement with a particular item or administration be made strides? You can center this exploration on an assortment of ranges usability; closeness to current use designs; the capacity to adjust and utilize basic component executions; and the congruency with current picture, utilization examples and administration procurements.

REFERENCES

Bass, Frank M, Kent Gordon, Teresa L Ferguson, and Mary Lou Githens (2001), «DIRECTV: Forecasting diffusion of a new technology prior to product launch,» Interfaces, 31 (3), S82-S93.

Bowman, D. A., Koller, D. & Hodges, L. F. 1998. A methodology for the evaluation of travel Techniques For Immersive Virtual Environments. Virtual Reality, 3, 120-131.

Brooks Jr, F. P. 1999. What’s real about virtual reality? Computer Graphics and

Chuah, J. H. & Lok, B. Experiences in Using a Smartphone as a Virtual Reality Interaction Device. Workshop on Off-The-Shelf Virtual Reality, Orange County, CA, 2012.

, 8(2), pp.169-186. Presence: Tele-operators and Virtual EnvironmentsCobb, S., Nichols, S., Ramsey, A. and Wilson, J. (1999). Virtual Reality-Induced Symptoms and Effects (VRISE).

, Pre-Release 2014 [Computer game] [online] Available at http://guardiansofthewind.com/ (Accessed May, 2014). Wind landsCyber Fox Games (1914)

Dourish, P. 2004. Where the action is: the foundations of embodied interaction, MIT 5press.

Ebersole, S. (1997), A Brief History of Virtual Reality And Its Social Applications, University of Southern Colorado. Retrieved From: faculty.colostatepueblo.edu/samuel.ebersole/336/eim/papers/vrhist.html

Feber, (2015). Inside view of Oculus Rift. [image] Available at: http://feber.se/pryl/art/320924/facebook_tar_fram_vrappar_/ (Accessed 8 Apr. 2015).

Kalawsky, R. S. (1996). Exploiting Virtual Reality Techniques in Education and Training: Technological Issues. Southborough University of Technology, Advanced VR Research Centre. Loughborough: Sima.

The International Journal of Aviation Psychology [1050-8414], 1993 vol. 3, p203 Kennedy, R., Lane, N., Berbaum, K., Lilienthal, M. (1993) Simulator Sickness Questionnaire: An Enhanced Method for Quantifying Simulator Sickness,

Mazuryk, T & Gervautz, M. (1996), Virtual Reality: History, Applications, and Technology And Future, Vienna University of Technology. Applications, IEEE, 19, 16-27.

Moore, William L. (1982). Concept Testing. Journal of Business Research 10, 279-294

Oculus VR. (2014). Oculus Rift — Virtual Reality Headset for 3D Gaming. Retrieved May 1, 2014, from http://www.oculusvr.com/

Retrieved from: 06Paper.pdf‐96—‐2—‐186—‐VRH/TR—‐1996—‐www.cg.tuwien.ac.at/research/publications/1996/mazuryk—

GI ’12 Proceedings of Graphics Interface 2012, p69-75 Vinson, N., Lapointe J-F., Parush, A., Roberts, S. (2012) Cyber sickness Induced by Desktop Virtual Reality,

Virtual Reality Blog. (2009). Virtual Reality. Retrieved May 1, 2014, Retrieved from: http://www.vrs.org.uk/virtual-reality/invention.html

ACE ’09 Proceedings of the International Conference on Advances in Computer Entertainment Technology, p99-106 Zachara, M., Zagal, J. (2009) Challenges for Success in Stereo Gaming: A Virtual Boy Case Study,

Appendices

Appendices A

Concept testing questionnaire

SHOW CONCEPT BOARD

If it’s not too much trouble take a gander at the depiction of the item. It would be ideal if you take as much time as you have to take a gander at it. We will then get some information about the item.

Q1. Is there anything in this depiction that you don’t comprehend or would require more data about keeping in mind the end goal to choose whether or not to purchase this item? Assuming this is the case, what? OPEN-ENDED

‘Q2. What, if anything, do you think you would especially like about this item? OPEN-ENDED

Q3. What, if anything, do you think you would especially detest about this item? OPEN-ENDED

Q4. Which express from those beneath best depicts how likely you would be to purchase the item for yourself?

I would definitely buy it

I would probably buy it

I am not sure whether I would buy it or not

I would probably not buy it

I would definitely not buy it

Q5. By and large, how regularly do you think it would be eaten?

Consistently

A few times each week

Once per week

Once every two/three weeks

Once per month

Once every two/three months

Once every four/six months

Less frequently than at regular intervals

Q6. Contrasted and comparable items how distinctive do you think this item is?

Altogether different

Distinctive

Somewhat distinctive

Not altogether different

Not in the least distinctive

Q7. How well do you think the thought for this specific nibble fits what INSERT BRAND NAME intends to you?

0 Does not fit by any stretch of the imagination

10 Fits amazingly well

Q8. Do you have any further remarks about this item? Provided that this is true, what? OPEN-ENDED

Appendices B

By:

Exhibit 11: Visual description of «Oculus Rift Company»

By: 1

Exhibit 12: Visual description of «Transformers the Ride»

Appendices C

QUESTIONS

1. In the wake of perusing the portrayal above, how intrigued would you say you are in item?

2. How might you assess the fascination?

a. Great/Bad

b. Appealing/Unattractive

c. Frightening/Not Scaring

d. Diverting/Boring

e. Top notch/Low Quality

f. Creative/Traditional

3. That you are so prone to assess this item superior to the current ones?

4. That you are so prone to consider going in an amusement stop particularly to attempt this fascination?

5. Considering this fascination effectively show in the amusement park you are into, that you are so prone to attempt it before other diverse attractions?

6. It would be ideal if you demonstrate the amount you concur with these announcements.

a. This ride makes you feel the impression of moving

b. This ride makes you feel the impression of pace

c. This ride is truly going at fast

d. The ride reasonably reproduces an expanded velocity

e. This ride makes you feel the vibe of reality

f. This ride drives you into another world

g. This is a latent ride, clients can’t associate with it

h. It is conceivable to encounter diverse situations

7. Considering the case you would need to pay to go into this fascination, which is the greatest sum you would be quick to pay?