FST 650
FOOD PRODUCT DEVELOPMENT
CONCEPT EVALUATION
Having developed three concepts, the next step is to evaluate each of the concepts in order to select one product for further development. Market research methods are applicable to concept evaluation and may include:
- Interviews and Surveys
- Personal
- Mail
- Telephone
- Internet
- Focus groups
- Requires a trained discussion leader
- Generally utilize 8-12 consumers from the target audience for the product
- Utilize a prop (like a concept board) to elicit information based on leading quesitons
Results from both focus groups and from interviews need to be interprepted with care.
Information obtained from interviews and surveys can include:
- Likes and dislikes
- Product category
- Specific attributes of product concept
- Absolute and comparative among concepts
- Food habits
- Frequency of purchase/use
- Price vs quality issues
- Opinions can include:
- Convenience
- Perception of healthines
- Purchasing interest
- Uniqueness compared to similar products in the market
- Does product fulfill a need?
- What is an attractive price ?