Kinect Xbox 360 Concept Testing - Case Study Example

Table of Contents 1. Executive Summary……………………………………………………………………2 2. Introduction…………………………………………………………………………….2 3. Concept Testing………………………………………………………………………. 3 a. Definition……………………………………………………….................3 b. Research Objectives……………………………………………………….4 c. Key Information……………………………………………………………4 d. Research Participants………………………………………………………5 e. Market Research Techniques………………………………………………5 f. Implementation and Justification…………………………………………...5 g. Limitations…………………………………………………………………6 4. Product Testing …………………………………………………………………………..6 a. Definition…………………………………………………………………….6 b. Research Objectives………………………………………………………….7 c. Key Information……………………………………………………………….7 d. Research Participants………………………………………………………….8 e. Market Research Techniques…………………………………………………..8 f. Implementation and Justification………………………………………………9 g. Limitations………………………………………………………………………9 5. Conclusion………………………………………………………………………………..10 6. References…………………………………………………………………………………11 Executive summary 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 was 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 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, the personal interviews will provide a platform whereby the functionality of the product is assessed from the view point 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 enable 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). The aim of this report is to examine the role of marketing research in testing at different stages of the new product development process. The main focus of this report will be on the Kinect for Xbox 360. This report will discuss my research plan as a project manager for Kinect concept testing and product testing. 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. Concept Testing Definition Concept testing is a process that incorporates the use of both qualitative and quantitative methods to assess the response of consumers with regards to a product idea that is yet to be introduced into the market (Zikmund & Babin, 2006). Concept testing can also help to establish whether users need the proposed product. Furthermore, concept testing can be used to facilitate communication that is geared towards altering the attitudes of consumers towards an already made product. This process focuses on obtaining the reaction of consumers to the basic idea of the new product thus helping the product developers to make vital decisions regarding the marketing strategies to be used and the kind of market that the product should be introduced in (Moore 1982). In most cases, concept testing is conducted prior to the introduction of the new product in to the market. Effective execution of this process not only promises a high probability of market acceptance but it also attempts to reduce marketing costs incurred in the development, research and marketing of the new product. Generally, the process of concept testing is a mechanism employed to develop, nurture and refine new product ideas in order to increase the successful penetration of a new product into the market. The processes used in the course of concept testing often vary and depend on the kind of product that is being tested. However, the basic processes often incorporated in concept testing include, the identification of research objectives, identifying participants of the research and establishing the Market Research Techniques that will be used (Zikmund & Babin, 2006; Moore 1982).As the product manager in charge for the development and launch of the Xbox Kinect the concept testing process will take place according to the process discussed below; Research objectives Identifying the objectives of conducting the concept testing of the Xbox Kinect will be the first step in this process. The objectives of conducting this process include; To establish if there is a need for such products in the market To establish the perceptions of consumers concerning the introduction of the concept into the market To determine whether consumers have encountered models in the market that use the same concept Key Information The key aim of conducting concept testing on the Xbox Kinect will be mainly to establish the reaction of consumers towards the introduction of the product in the market. Foremost, the information that we will be looking for is whether there is a need for such a concept in the market. We will evaluate whether consumers appreciate the introduction of the Xbox Kinect in the market. Secondly, this research process will seek to establish whether consumers have used models that are similar to the Xbox Kinect concept. Research participants Research participants will be selected randomly, although preference will be given to participants who are familiar with the use of user interface applications. The selection of participants will target people from different age groups and market segments. This research process will involve as many participants as possible from different countries around the world. This will ensure that the input received from various is as representative as possible. Market Research Techniques Online surveys will be used as the main market research technique to carry out the concept testing process. The overall details of the Xbox Kinect concept will be published in the company’s website. In order to encourage participation, participants will be awarded with product incentives like play stations and iphones. Incentivized surveys are more likely to get a wide representative range of respondents as compared to those surveys that do not give incentives. Our key goal in the course of these surveys will be to ensure that the inputs given by respondents are representative. The online survey will incorporate questions that are based on the set research objectives. The overall aim of this survey will be to establish the views of consumers concerning the introduction of the concept into the market. Implementation and Justification The implementation of this research process will necessitate the use of the internet as a data collection avenue. The survey of consumer views concerning the Xbox Kinect will be advertised in various social network sites such as Facebook and Twitter among many others. Incentives will be used to encourage participation. Advertising the survey in social network sites and using incentives will help to draw a wider crowd of participants thus ensuring that the input given by participants is as representative as possible (Ader & Mellenbergh, 2008).Prior to answering the survey questions, participants will be requested to sign up by giving their personal details such as their name, occupation, sex, country of origin and hobbies. The questions used in the online survey will seek to establish the reception of consumers concerning the concept of the Xbox Kinect. Participants will be encouraged to carefully read the description of the Kinect concept and answer the survey questions with sincerity. Some of the questions that will be used in this survey include; i. In what ways does this concept meet your needs as a user? ii. If the product is on market would you consider buying it? Why? iii. Have you ever used a product that is based on a similar concept? If so which product? The use of the illustrated research process will evidently prove to be effective in realizing the objectives of this process mainly because it targets a broader response from consumers. This process is easy to administer and it brings fast results. As a result, this will enable the researchers involved to get the input from consumers quickly and conduct their analysis effectively through computer simulations. Limitations While using this research process to establish the perceptions of consumers and acceptability of the Xbox Kinect into various market segments it will be difficult to establish whether participants have given honest responses. Administering this process could also prove to be expensive since it involves advertising and giving incentives to a big number of participants (Groves, 1989). Moreover, the research process used to conduct concept testing on Kinect Xbox 360 is to some extent an inefficient means of identifying and quantifying the criteria that participants use to base their perception or views on the new concept (Groves, 1989). Product testing Definition Product testing is one of the essential aspects of market research that involves allowing a group of selected users to use a new product without necessarily knowing the brand. This process is often carried out to determine the acceptability and efficacy of the product to the target market. The product is tested by users in order to establish whether it delivers the benefits that it promises. The product is also tested to establish consumer satisfaction and whether there are any unmet needs (Wrenn, Stevens, & Loudon, 2006). Research objectives Determining the objectives of conducting the product testing of the Xbox Kinect will be the first step in this process. The objectives of conducting this process include; To examine consumer perception and interests in the product Identify the unmet needs and benefits that the new concept will provide To monitor the performance of the product in the market Generate new ideas for implementing effective marketing strategies. To identify the target market of the product Key information Product testing on the Xbox Kinect will be mainly geared towards obtaining consumer’s feedback on whether the product meets the needs and expectations of users. Some of the information that we will be looking for in the course of this process is based on the whether consumers appreciate controller –free entertainment and gaming experience that Kinect offers. Foremost, this research process will seek to establish some of the favorite or commonly used features that users are accustomed to. In the course of this process, we will also seek to establish why users find these features favorable to their entertainment needs. Moreover, during this process we will establish some of the benefits or unmet that users have experienced while using the Xbox Kinect. In this case, our main focus will be on finding out whether users appreciate Kinect features such as full-body play, personalized play, off –the couch play and user motion controllers. This process will also seek to find the potential performance of the product in the market and whether there are other products of a similar make that pose as competition. Furthermore, this research process will aim at obtaining new ideas that can be used to implement effective marketing strategies. Through this product testing process we also hope to identify suitable target market for the Xbox Kinect. This process will be geared towards identifying the core needs of the customers that will lead to the acceptance of the Kinect concept. In addition, this research process aims at identifying the core habits of consumers and their applications of the product in order to understand its segmentation. Research participants Participants of this research process will be a group of users who 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 valid response, it is essential for them to be familiar with the various features of Xbox Kinect. This group will consist of people from different age groups, with different entertainment needs. Choosing participants from different age groups with different entertainment needs will enable the researchers to generate new ideas for implementing effective marketing strategies and to identify the target market of the product. Moreover, this research study will involve experienced programmers, animators and developers. Incorporating experienced programmers, animators and developers will enable us get in-depth analysis of whether the various features of the Kinect Xbox 360 meet the needs of its users. Market research techniques This research process will incorporate the use of two market research techniques namely focus groups and personal interviews. In this research process, focus groups will be used to get user’s feedback concerning their attitudes, perception , opinion and experience after using the Kinect X box 360. Prior to the group discussions participants of the focus group will be given first hand experience using the Kinect Xbox 360 prior to its introduction in the market. This focus group will be in form of an interview carried out by a trained moderator among a small group of 15 participants. The trained moderator will facilitate a discussion that will enable the participants to issue their opinions and narrate the experience they had while using the Kinect Xbox 360. The moderator of this focus group will ask questions to linked to the research objectives so as to determine the potential market acceptance of the Kinect Xbox 360. This research process will also incorporate the use of personal interviews to establish the acceptability of the Kinect into the market. These personal interviews will be conducted to at least five experienced programmers, animators and developers. Prior to these interviews, the participants will be provided wit the Kinect Xbox 360 in order for them to evaluate its functionality. In the course of these interviews these participants will be asked questions with regards to the functionality of the various Kinect Xbox 360 features and whether these features meet the needs of users. Implementation and Justification The implementation of this research process will first require active participants who have interests and experience in using play stations and other user interface entertainment applications. In order to find, these participants, a formal participation request will be advertised in play station chartrooms and social media networks such as Facebook and Twiter. Upon selecting the participants for the focus groups, the participants will be assembled and provided with Kinect models and shown how these models work. The participant will be given time to use the model based on their preferences and needs. Subsequently, the trained moderator will facilitate a discussion geared towards identifying the views and perception of participants concerning the functionality of the Kinect Xbox 360 features. On the other hand, the implementation of the personal interview with five experienced programmers, animators and developers will first of all require that these professionals be identified and contacted in order to schedule for the date of the interviews. The use of focus groups and personal interviews will evidently provide invaluable information regarding the acceptability of the Kinect Xbox 360. 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. Similarly, the personal interviews provide a platform whereby the functionality of the product is assessed from the view point of professionals and experts (Ader & Mellenbergh, 2008). Limitations The research processes employed in the product testing of the Kinect Xbox 360 are somewhat inadequate means of identifying and quantifying the criteria that consumers have used to base their preference of the new concept of Kinect and others that were previously introduced. Moreover, the strategies employed are insufficient when it comes to determining the wider market influences governing consumer preferences. Conclusion 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). Concept testing and product testing are essential process in marketing research. Concept testing is important since it helps to establish whether users need the proposed product whereas 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). As the product manager in charge for the development and launch of the Xbox Kinect the concept testing process will involve the use of online surveys to establish if there is a need for the products in various market segments and to establish the views of consumers concerning the introduction of the concept into the market. On the other hand, the product testing process will incorporate focus groups and personal interviews to examine consumer perception and interests in the product and to identify the unmet needs and benefits that the new concept will provide. References Ader, H. & Mellenbergh, G.(2008). Advising on Research Methods: A consultant’s companion. Netherlands: Johannes van Kessel Publishing. Alexander, L. (2011). Microsoft: Kinect Hits 10 Million Units, 10 million games Retrieved on May 28, 2010 from Bakalar, J. (2010). Kinect (Xbox 360). Retrieved on May 28, 2010 from Bradley, N. (2007). Marketing research: Tools and Techniques. Oxford: Oxford University Press. Crawford, C., & Di Benedetto, A. (2008). New products management. 9th Ed.New York: Irwin McGraw-Hill. Groves, M.(1989). Survey costs and survey errors. New York: Wiley Kotler, P. & Armstrong, G.(2007). Principles of marketing. New Jersey: Pearson Prentice Hall. Moore, W. (1982). Concept testing. Journal of Business Research Vol 10, Issue 3, pp.279-294. Wrenn, B., Stevens, R. & Loudon, D.(2006). Marketing research: text and cases. London: Routledge. Zikmund, W. & Babin, B. (2006). Exploring market Research. Connecticut: Cengage Learning. Read More