![]() Personal devices that read our emotional states will need thorough concept and product testing in order to meet our needs India has a thriving tech industry that out performs Silicon Valley. So when they make announcements like this, 'Artificial Intelligence-powered devices to read users' emotional state, says research by Gartner', then it really gives me pause. First off. It's mind blowing that personal devices might soon be able to read our facial expressions, pick up tonality in our voice, and interpret our behaviour. But it also makes me think about implications for concept and product testing and knowing the difference between them. With so many digitalized products flooding our markets we need to not only improve the experience of using them, but also understand whether the concept being executed resonates with users as appealing or worthwhile. People's reluctance to use the new wave of personal devices may be overcome, but only if we understand what is driving that reluctance.
If a concept is validated by a target audience it should then progress to product development. But concept validation still doesn't guarantee the product will succeed. One single concept can fuel a myriad of product executions. The product execution you choose might be flawed and not be a good match to the concept. In which case your product may fail. Take Google Glass. There was a mismatch between the concept of Google Glass (i.e. people liked the idea of wearing a smart device) and the product execution (no one liked wearing the glasses and functionality was poor). Even when you have concept validation at the level that Google Glass did (early adopters paid $1,500 each to get their hands on one) don't expect it to overcome rocky product execution. If the product experience is too poor the only thing you'll create is an opportunity for a competitor with a better executed product to steal your market. Or if you're lucky, you'll have a chance to go back to the drawing board for another round of product execution. Which it looks like Google did last year by re-configuring Google Glass for businesses and their employees.
2 Comments
4/6/2020 08:26:56 am
Product testing is important if you want to see how your product will fare in the market. As a marketing professional, I believe that it is important that we take this into consideration. I know a lot of people who have no idea how it works, and I do not like it. I absolutely believe that it is important that I work my way to the top. I hope that we can make this our thing from now on, man.
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Thank you for the valuable information and sharing the process in depth about Product testing. Product testing facility in the Electrical and Electronics discipline, promoted by URS group, located in Noida. URS Lab has a testing facility embedded with Modern Technology.
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AuthorDonna Bonde is the Owner and Director of Rapture Consulting. She consults to agencies and brands who want to better understand the way consumers think and behave. She bases herself in Sydney, Australia. Archives
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