Part 5. Product Innovation and Management
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Di Benedetto, C. A. 2010. Product Testing. Wiley International Encyclopedia of Marketing. 5.
- Published Online: 15 DEC 2010
The product test, or product-use test, is conducted while the product is in the technical development stage. A prototype is made available for customer trial; it may be in near-to-market shape, or it may be in an earlier stage of development. At this stage, key information may be gained from the customers in terms of their initial reaction to the prototype, their level of satisfaction with it, and so forth. This information is used to further refine the prototype and also to support marketing decisions such as brand name and package design. Terminology originally developed in the software industry is sometimes used to describe product tests: in alpha testing, the customers are company employees and their families; beta testing refers to testing at real customer test sites. We begin with a discussion of different types of prototypes and then discuss the kinds of knowledge gained through product testing. This includes preuse sense reactions, early use experiences, major benefit results, and diagnostic information.
- product prototypes;
- alpha testing;
- beta testing;
- product-use testing;
- diagnostic information