Can That Research Really Determine Go or No-Go?～ The Pitfalls of Concept Testing ～

February 13, 2017

Concept testing is used to gauge acceptance of a new product and determine whether to move forward with development. To have norms (criteria) is essential for sound decision-making. To utilize norms properly, a dedicated research design is necessary.
Let’s pin down the key points of research for making the right development go/no-go decisions.

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