The paper "Kinect Xbox 360 Concept Testing" is a great example of a marketing case study. This report will discuss my research plan as a project manager for Kinect Xbox 360 concept testing and product testing marketing research processes. In each of the testing stages, this report will depict the research objectives, the target audience of the research, market research strategies and details of how this research will be implemented. In addition, this report will highlight some of the limitations of implementing the proposed research strategies. In the concept testing stage, the key objectives of this research process were to establish whether there was a need for the introduction of Kinect Xbox 360 concept into the market and to establish the views of consumers concerning the introduction of the concept into the market.
In order to realize these objectives, online surveys will be used to gather the input of consumers regarding the Kinect Xbox 360 concept. In the product testing stage, participants will have first-hand experience using the Kinect Xbox 360 prior to its introduction in the market. This is mainly because, in order for them to give a valid response, it is essential for them to be familiar with the various features of Xbox Kinect.
The main objectives of this process will be to examine consumer perception and interests in the product and to identify the unmet needs and benefits that the new concept will provide. The marketing research techniques that will be used in this process include focus groups and personal interviews. The focus groups provide a platform whereby users can express their sincere views concerning whether or not the Kinect is a product that meets their needs.
On the other hand, personal interviews will provide a platform whereby the functionality of the product is assessed from the viewpoint of professionals and experts. Introduction Kinect for Xbox 360, is a controller-free gaming experience founded by Microsoft for Xbox 360 video game platform. Kinect employs Xbox 360 console webcam style based add-on peripheral that enables users to interact and control Xbox 360 without using the game controller. Users are able to navigate through the natural user interface by using spoken commands and gestures.
With its distinctive controller-free and remarkable body tracking experience, Kinect is suitable for workouts and game parties (Bakalar, 2010). Kinect was launched into the market in 2010 and has since become one of the fastest-selling electronic consumer devices. The successful market reception of Kinect can be attributed to effective market research conducted in the course of the product development process (Alexander, 2011). Poor marketing research is one of the key factors that contribute to the failure of new products. Effectively designed market research carried out in the different stages of product development can provide invaluable customer input for the development and design of new products (Kotler & Armstrong, 2007).
According to Crawford, there are three tests that are imperative in product innovation. Foremost, concept testing is important since it helps to establish whether users need the proposed product. Secondly, product testing helps to determine whether the developed product meets user needs. Lastly, market testing helps to establish whether there is an effective market plan (Crawford & Di Benedetto, 2008; Bradley, 2007).
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