Devil or angel? How the virtual testing environment can affect product evaluations

While new product evaluation testing plays a pivotal role in the NPD process, there is little empirical evidence on the influence of the virtual testing environment on the evaluation results and the data quality.

Devil or angel? How the virtual testing environment can affect product evaluations

Ling Peng

Lingnan University

Yongfu He

Monash University

Xiang Wan

Hong Kong University of Science and Technology

Introduction

New product evaluation testing plays a pivotal role in the new product development process, in which concept testing is a widely used method for estimating ‘customer reactions to a product idea before committing substantial funds to it’ (Moore 1982, p. 279). Concept testing, whether traditional or conjoint (Green & Wind 1975; Lipke 2001; Krieger et al. 2003), is an important tool used to assess the likely market demand...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands