Product Attribute Testing
Introduction: Find out which product attributes are most important to your target audience. Use a combination of multivariate testing and ranking questions to refine your concepts. Integrate results into the NPD process to create products that appeal to your target consumers and improve purchase liklihood.
Method: For an effective product attribute test, you must have either a design concept or prototype for participants to see. This visual stimuli helps consumers imagine how it could be used in their day-to-day lives and leads to more accurate feedback.
Test Software Concepts as Well as Physical Ones
Use survey questions to ask participants to rate each proposition on key attributes that can include (but are not limited to) interest, usefulness, uniqueness and liklihood to purchase. Of course, it's unlikely that any product will be perfect and sacrifices will need to made.
So to understand which trade-offs can be made with minimal impact, also ask a series of ranking questions. These should be designed so that participants must rank the features most important to them in priority order.
Benefit: An effective product attribute test gives you the confidence to develop products that will go on to enjoy widespread market success. Though understanding the importance of attributes alone cannot accurately predict success, it will give your new products the best chance possible. To continue monitoring customer expectations be sure to test regularly.
Find out how to sustainably improve your brand position by creative a representative market map.