From Chapter 7, what are the key considerations in concept testing research in order to set the stage for a successful new product launch?

Taking the example of the Domino's Pizza case on pp.195-197, integrate one or two key key learnings from Chapter 5--and describe how these concept evaluation/testing learnings apply to the Domino's case.

How important is the concept statement to Domino's to help describe the new product and its major benefits?

Who are the major stakeholders in concept testing research in the development of new products at Domino's?

ordering in 2007. It also launched a line of oven-baked sandwiches in 2008, immediately launching it into the number one position in sandwich delivery. required. product from the ground up so that it could actually beat competitors in a taste test. product team to undertake the radical innovation needed with pizza. cheese made it better?" This led to further consumer tests of different combinations of attributes. Solano explains the process: store]. There were financial and operational parameters." So we did a road show with franchisees. They did a blind taste test; most of them liked the new better." poor result. percent, indicative of excellent customer loyalty. These figures translated into an increase of 14.3 percent in quarterly same-store sales, even during a U.S. economic slump. other concept testing approaches presented in this chapter have been used to guide the new product team