Concept testing is closely related to concept selection in that both activities aim to further

narrow the set of concepts under consideration. The reason that concept testing generally follows
concept selection is that the team’s cannot feasibly test more than a few concepts directly with
potential customers. As a result, the team’s must first narrow the set of alternatives under
consideration to very few. Therefore, the team’s came to the respondent according from the team’s
proposed concept and the team’s tested the acceptability of the product to respondents. This
concept testing proving that the selected concept product can be promoted and potential as it is
developed and applied as a new product which is accepted by the respondents. The stages of
concept testing are as follows:

a) Determining purpose of concept testing

The purpose of concept testing is to find out consumers respond towards the product
that will be made from the chosen concept product whether it fullfilled consumer’s needs
and to see their interest in this portable skin cleaning product. To achieve it, we do the
survey through questionnaire and direct interview. The answer or response for customer is
the result of our explanation about the concept that we proposed, starting from the work
principle until the cost and benefits of our product.
b) Determining survey population
The population of our survey came from our market target, which are existing
consumers. The existing consumers of portable skin cleaning product are people who like
to go outside like travel or just hang out. We choose them as our main target because they
are most likely to buy and use this portable skin cleaning product.
c) Determining the survey format
Survey format we have chosen that are given in concept testing is done by direct
interview the potential customers. The interviewees were given some information about
our concept, then we directly ask their opinions about it. In the interview we checked their
interest and their desire to buy this portable skin cleaning product.
d) Measure customer response
1. Based on demographic data
A. Age
 The data below showed the respondents that the team’s have interviewed that is
respondents age. The distribution of the age of respondents can be shown by figure _. Most
of the respondents, approximately 71%, are teenagers around 16 to 20 years old; with
majority of teenagers are college students.

2%
6% 2%

19%

71%

16-20 21-25 26-30

Figure _. Percentages of Respondents’ Age

(Source: Author’s Personal Data, 2018)
B. Occupation

The data below showed most respondent, 85%, are college students. 12% are common
employee and the rest occupation which is teacher, nun and housewife, are 1% each.
College students are much familiar with online media interviews; therefore, most of the
respondent came from college students.

1% 1%1%
12%

85%

Housewife Student Employee Lecturer Pastour

Figure _. Percentages of Respondents’ Occupation

(Source: Author’s Personal Data, 2018)
2. Based on psychographics data

The data below showed the respondents that the team’s have interviewed that is
respondents desire. The team’s asked the respondents whether the respondents will buy the
product which is compressed towel is a practical towel water needed that just to be added
some water and it will be expanded in seconds and the compressed towel is in dried form.
The result of the survey that the team’s conducted by interviewing 15 potential customers,
is being shown by charts below.

7%

13%
33%

27%

20%

I definitely would buy I probably would buy I might or might not buy
I probably would not buy I definitely would not buy

Figure _. Desire of Respondents to Buy Our Product Concept

(Source: Author’s Personal Data, 2018)
From the result of concept testing shown in chart above, 33% of respondents say that
they will definitely buy our product, 20% will probably buy it, 27% might or not might
buy,13% doubt buy it, but there are 7% of respodents that definitely wont buy our product.
There are some reasons why the respondents don’t want to buy the product because they
only want to use the excisting product and they are less confident that the product will have
same efficiency with the excisting product. Meanwhile, this concepts testing produced the
positive response from this product, so the team’s are confidently conclude that the team’s
concept is acceptable.