PRODUCT TESTING IN THE SPHERE OF PRODUCT DEVELOPMENT 27 DEVELOPMENT OF NEW PRODUCTS Let us now turn to the problem of finding and developing new products, whether they be real innovations or radical changes in existing products of such a nature as to render them 'new' to users. Products of this kind can originate from one of two sources: (1) Knowledge of the market. (2) Product research. In the first of these alternatives, the 'idea' may be the outcome of a scrutiny of the basic data about the market to locate gaps to be filled, or it may be based on nothing more than 'hunch'. In either case the 'idea' usually emanates from the marketing management more rarely from the advertising agency. In the second alternative the new product may be the result of a conscious attempt on the part of the product research staff to formulate a particular kind of product it may also be a 'lucky find', the outcome of research in an entirely different field. Whilst I would not wish to belittle either of these alternatives, I feel the former offers the greater chance of success. Having said that I must also say that there is considerable scope for improvement in the consumer research techniques which have been used by most companies in the past. Irrespective of the origin of a new product idea, it seems to me to be of the utmost importance that the acceptability of the idea (and of the product eventually developed from it) should be tested among customers. The means by which these aims may be achieved are by no means rigid or even generally accepted, though they should normally follow each of the three phases from initial conception to test market launch listed below. At each stage I think it important that marketing, product research, advertising, pro- duction and consumer research should be represented at the meetings which will be necessary to discuss each successive step in the development plan. By securing the agreement of all these interests at each stage, a much smoother passage, and enhanced chances of success, should ensure. Phase I - Concept testing Preparation of verbal product descriptions The 'idea' embodied in a description will usually be based on the detailed knowledge of the market to which I have referred earlier. The actual wording of the description requires great care and pilot checks among

28 JOURNAL OF THE SOCIETY OF COSMETIC CHEMISTS consumers to ensure that it correctly and fully conveys its intended meaning. Concept testing By means of a series of intensive interviews or group discussions, an assessment of the acceptability of the 'idea' outlined in the product des- cription among consumers can be obtained, by asking respondents to say, for example, how they would use the product, what it would look like, when and how it would be used, how it would smell, what kind of consistency or texture it would have, its advantages and disadvantages etc. and to rate its acceptability on various dimensions. If it is possible towards the end of the interviews or discussions to introduce actual products, mock-ups or photographs to give at least a visual simulation of the product, then the respondents' original views, based solely on the verbal descriptions, can be checked once again in order to see whether the additional stimulus has changed them. From the answers an overall impression of the concept in the minds of consumers, whether it be favourable or unfavourable, can be gained. Carefully trained and briefed interviewers are essential and the use of equally carefully trained coders is called for in order to build up a numerical acceptability rating from the replies. Various yardsticks are possible but assuming we are allotting marks out of ten, then any concept with an acceptability rating of less than say, seven would normally be thought barely worth proceeding with without alteration. Rewording of the description to emphasise or play down particular aspects may be all that is needed, but retesting must be carried out after every alteration. Separate acceptability ratings can be worked out for the verbal description only and again after the mock-up or other aids have been shown. Comparison of these ratings can provide useful pointers. If a product is thought highly acceptable at both stages, it is worth proceeding to the next phase. If it is thought acceptable based on its description but less so when the mock-up is shown, some visual feature may require change, if this is technically feasible. If the product is not con- sidered very acceptable on its verbal description but more so when seen, the description is probably not communicating its meaning adequately and requires revision and retesting. If a product fails at both stages, some basic rethinking and reforrnulation is probably necessary.