The questions should be modelled in a way that they create clarity in the products’ concept. The general questions for Uncle Tobys management to ponder before launch of new products are as follows:
About the Product:
Cost effectiveness of gluten-free meals.
Possibility of delivering as promised.
Methods of ascertaining absence of gluten.
Medical research required to produce such product.
Quality assurance for the food.
Product prototype numbers.
Packaging and branding ideas.
Necessary licenses and approvals regarding new product.
About the Consumers:
Number of consumers of gluten-free products.
Whether the product consumption is area specific.
Possible consumers market share.
Acceptance of idea of mini meals.
Popularity of ready-to-eat products.
Does consumers preference changes into sale.
What size and packaging would attract maximum consumers? (Garaita & Kennedy, 2000)
By acknowledging these questions Uncle Tobys can ascertain the market and possibility of success or failure of gluten-free ready –to-eat mini meals.
Analysis of a suitable concept testing technique
One of the most critical stages of New Product Development is Market Testing or Concept testing. This stage involves both qualitative as well as quantitative ways to examine consumer response to the idea of the new product. This is done before placing the products in the market. Sometimes these methods are also used to change the consumer’s liking and preferences about the existing products in the market. The methods that can be deployed to conduct concept testing can vary from focus groups, personal interviews to general field survey. Several quantitative methods are also used to evaluate the new products’ concept.