Construction Test®
Construction Test® is a product development tool used to identify optimal combinations of product or service components.
Traditionally, consumer testing of the various components of new products and services (such as name, package, and label) is handled sequentially and independently. However, beyond the major drawbacks of time and expense, sequential testing does not always take into account the way in which the product components “interact.” For example, when the “best name” is combined with the previously identified “best label” and “best container,” the result may not be the best overall combination of product components. Consider the choices you make when selecting your daily wardrobe: while your favorite blouse, trousers, shoes, tie and hat may stand out individually, they may not work in combination to complete an appealing ensemble.
RTi’s own Construction Test® is designed to overcome these shortcomings of capability and timeliness.
Based on our proprietary model, RTi’s Construction Test® analyzes the product and services data generated from a series of targeted questions. Unlike other analyses, Construction Test establishes the relationship between each respondent’s monadic ratings and his/her preferred product bundle, and generates a score for every possible product component combination. This approach accomplishes two important outcomes: it identifies the most appealing product bundle and, equally importantly, it allows the manufacturer or service provider to trade-off alternative components based on factors such as availability of the preferred name, cost of materials and so forth.
Construction Test® identifies which combinations of alternatives for each component fit together best, generating the greatest product appeal. Moreover, if circumstances change and a name or product feature, etc., must be eliminated, this approach identifies the next best alternative.