Concept Development and Testing

Retrieval

1. Without notes, explain the decision supported by purpose of concept testing.
2. Without notes, explain the decision supported by test types and execution.
3. Without notes, explain the decision supported by long-tail effect.
4. Without notes, explain the decision supported by market potential and sales forecasts.
5. Without notes, explain the decision supported by forecast metrics and model comparison.

Mini-case

Using a product from a different industry than this week’s worked examples, frame one consequential decision. Apply two ideas from the week, compare an alternative, and state what evidence would change your recommendation.

Portfolio check

Combine the five daily artefacts into one coherent a concept-test brief. Remove contradictions and add a dated decision statement.

Rubric

• Problem and decision clarity — 25
• Evidence and assumptions — 25
• Method choice and alternatives — 25
• Recommendation and revision trigger — 25