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Product / Service Concept TestingDue to the inherently high costs of manufacturing, marketing and distributing new products and/or services, the first step in the evolution of a successful product-development strategy is to fully understand what customers are willing to pay for and what they need and want.With Product/Service Concept Testing, you can present a comprehensive description of your product concept to your target market and gauge their reaction to it so that you can better determine the likelihood of your product's success in the real world. Evaluation at this early stage will help you minimize the risk of failure when launched. Using a combination of online surveys, online focus groups and/or telephone interviews, BioInformatics can quickly and effectively test your product idea and gain feedback and input from your potential customers. BioInformatics can identify product features that have the greatest influence on customer satisfaction using the Kano model, which is based upon the concepts of customer quality and provides a means by which to discern essential and differentiating product attributes. By understanding which features their customers consider attractive, suppliers can achieve a higher level of differentiation with regard to their competitors. The responses of scientists are used to classify product features into one of four quality categories, as follow: Attractive These qualities are considered "surprise and delight" features. Customers receive a high degree of satisfaction from them, but if they are not present, customers will experience no dissatisfaction. They are often unanticipated by the customer and can be considered unknown or latent needs. Customers are willing to pay a price premium for attractive features. One-dimensional These qualities result in satisfaction when fulfilled and dissatisfaction when not fulfilled. Increased performance of these qualities is correlated with higher levels of customer satisfaction. Customers usually request one-dimensional features. Must-be These qualities must be present in order for a product to even be considered by a customer. They are taken for granted when present, but result in dissatisfaction when lacking. Customers typically assume that companies know what are must-be features. Indifferent These qualities do not result in either customer satisfaction or dissatisfaction. Using this analysis, BioInformatics can identify which features suppliers should work to improve or enhance. Product differentiation can also be achieved by increasing the number of attractive product features in a single product offering. Additionally, if suppliers cannot meet multiple product requirements simultaneously due to technical or financial reasons, the Kano model can help suppliers prioritize which features to target during product development cycles. It is important for suppliers to realize that the quality ratings of product features may change over time due to evolving customer expectations or might vary by segment for DNA molecular weight markers. Kano hypothesized that a typical product life cycle for quality attributes is indifferent -> attractive -> one-dimensional -> must-be. Therefore, today's indifferent product feature might become tomorrow's attractive feature and so forth. Product/Service Concept Testing can be used to:
Other ways to utilize our custom research services include:
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