The Predictive Power of Internet-Based Product Concept Testing Using Visual Depiction and Animation

@inproceedings{Dahan2000ThePP,
  title={The Predictive Power of Internet-Based Product Concept Testing Using Visual Depiction and Animation},
  author={Ely Dahan and Vasisht Srinivasan},
  year={2000}
}
One critical step in new product development is selecting from among multiple possible product concepts the one that the firm will carry forward into the marketplace. There is a need for low-cost, parallel testing of the appeal of new product concepts, the results of which closely mirror ultimate market performance. In this article, the authors first describe an Internet-based product concept testing method they developed that incorporates virtual prototypes of new product concepts… CONTINUE READING
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