NEW CRITERIA FOR CONCEPT EVALUATION

Abstract

Traditional concept testing has reached a plateau. Researchers have learned to successfully predict trial but have not discovered a way to determine marketplace success or failure at the concept stage. The key to making progress in this area is to define an opportunity prior to concept evaluation. This article elaborates on ways for defining such opportunities.

Citation

Tauber, E.M. (1984), "NEW CRITERIA FOR CONCEPT EVALUATION", Journal of Consumer Marketing, Vol. 1 No. 3, pp. 13-15. https://doi.org/10.1108/eb008101