Concept testing in the post-launch phase
Abstract:
There is probably very little early post-launch research in the life of a new product which is true concept testing. An informal analysis is made in this paper of the kinds of situation in which a company might feel that post-launch concept research is needed. The likely needs of companies in these situations are discussed. Ideas are presented for improving the efficiency of early post-launch research. These are ideas on sampling, on interviewing and on the use of mapping techniques.
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