Lesson 11 Overview

Lesson 11 Overview

Summary

To this point in our journey of creating a concept and progressing it toward launch, we are in what I would consider the 'late phase' of concept testing.  This is the point where we want to see how the entire 'package' may be received by the marketplace, but where we are still before full launch.  I describe the goal in this phase as "dollars and minutes."  We want to see, in small scale, how the audience responds to the concept.  Ultimately, we are beyond the niceties of stated preference measures and Likert scales and now into real performance.

In this phase of testing, we can further tune the concept and hone messaging, examine areas of underperformance and over performance, and see if the entire concept package appears to generally deliver to expectation.

The beauty of this approach is that all of this is all still happening prelaunch, so in the grand scale of the program, spend and resourcing is still fairly compact.  We want to make the best possible case to either fully scale and resource, or otherwise to sever the concept and move onto the next.

The intent of this Lesson is to show you how to "microtest" to understand real concept performance in the market, but in small scale.

Learning Outcomes

By the end of this lesson, you should be able to:

• articulate the strengths and limitations of the revealed preference methodologies;
• discern where microtesting may be most valuable;
• understand the tools and philosophies of microtesting;
• create a framework for microtesting an offering.

Lesson Roadmap

Questions?

If you have any questions, please send them to my axj153@psu.edu Faculty email. I will check daily to respond. If your question is one that is relevant to the entire class, I may respond to the entire class rather than individually.