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.

PRODUCT TESTING IN THE SPHERE OF PRODUCT DEVELOPMENT 29 Quantification of acceptability ratings In some instances, once reasonably satisfactory acceptability ratings have been achieved, it may be necessary in order to acquire greater confidence to carry out a quantification survey. Phase II - Product and theme testing Once a new product concept had emerged successfully from Phase I, feasibility studies should be made to ensure there are no technical impedi- ments in the way of the physical development of the product in the labora- tory. When these have been satisfactorily completed and products have been developed, consumer research can be mounted so far as the product itself is concerned, with regard to the advertising theme and its treatment, and on the proposed brand name and its packaging. Phase III - Test launch Having successfully survived Phases I and II the product is ready for the crucial test - to show its paces on the market. Often it xvill be launched first in an area or even in a test town, its distribution being extended to eventual national coverage, depending on its success in the smaller areas. Consumer surveys would normally be carried out immediately before the launch and at intervals thereafter to obtain information such as the public's awareness of the brand's existence and the advertising, to discover what proportion used the product, whether or not they continued to buy it and their reasons for so doing together with usage details and their attitudes towards it. So much for the broad outline of the consumer research aspects of the development of new products. Let us now examine in a little more detail the problems it is often necessary to face in regard to the product tests envisaged in Phase II. PRODUCT TESTING NEW PRODUCTS It is usual with new products to carry out single placement blind tests in which respondents are asked to give their opinions of the product, information about usage and ratings on whatever dimensions are con- sidered important (often after preliminary surveys). It is of utmost im-