Learning objective

After reading the component you will be able to explain what product testing strategies and rapid prototyping are. You will also learn about the basic terms and the process which can support your innovation activity. The aim of this component is to provide you with a practical framework and overview of all major product testing methods to allow you to decide which method is most suitable for your purposes according to your market, products and competitors. The component also aims to provide support to companies in developing and improving their product design capability as part of the new product introduction process. It will take approx 30 minutes to read this module.


Companies committed to rigorous product testing and continuous product improve-ment can, in most instances, achieve product superiority over their competitors. Prod-uct superiority, in turn, helps strengthen brand, market share, magnifies the positive ef-fects of all marketing activities (advertising, promotion, selling, etc.), and often allows the superior product to command a premium price relative to competitors. Most SMEs, unfortunately, do very little product testing. Few SMEs really understand the power of continuous product improvement and product testing. Even fewer com-panies know how to do product testing the right way. Fewer yet budget enough money to support a serious product-testing program. These shortcomings in the majority of companies create opportunities for the minority of companies who are dedicated to continuous product improvement.1

1 Thomas, Jerry W.: Product Testing. 1993

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