LOW‐COST PRODUCT USE TESTING FOR R&D GUIDANCE AND EARLY MARKET EVALUATION

Abstract

The topic of “low‐cost product use testing for R&D guidance and early market evaluation” entails four different business concepts. It implies that the most successful path to total new product development incorporates testing that (1) is centered around human use evaluation, (2) is designed primarily to guide R&D scientists and engineers, (3) provides some early marketing strategy development for the brand manager before the product is fully developed, and (4) is inexpensive. That has been precisely the case at Gillette for the past 18 years.

Citation

Kramer, B.J. (1986), "LOW‐COST PRODUCT USE TESTING FOR R&D GUIDANCE AND EARLY MARKET EVALUATION", Journal of Consumer Marketing, Vol. 3 No. 3, pp. 63-70. https://doi.org/10.1108/eb008171