\u0110\u00e2y l\u00e0 m\u1ed9t b\u01b0\u1edbc c\u00f3 t\u1ea7m quan tr\u1ecdng cao b\u1edfi v\u00ec n\u00f3 cho ph\u00e9p doanh nghi\u1ec7p, hay c\u1ee5 th\u1ec3 h\u01a1n l\u00e0 b\u1ed9 ph\u1eadn R&D \u0111\u00e1nh gi\u00e1 nh\u1eadn th\u1ee9c v\u00e0 ph\u00e1t hi\u1ec7n ra nh\u1eefng mong mu\u1ed1n v\u00e0 nhu c\u1ea7u li\u00ean quan \u0111\u1ebfn s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 \u0111\u01b0\u1ee3c cung c\u1ea5p.<\/p>\n
>> Xem th\u00eam: Thi\u1ebft k\u1ebf v\u00e0 marketing s\u1ea3n ph\u1ea9m m\u1edbi<\/a><\/strong><\/p>\n Test concept s\u1ea3n ph\u1ea9m l\u00e0 ho\u1ea1t \u0111\u1ed9ng r\u1ea5t quan tr\u1ecdng v\u00ec n\u00f3 mang l\u1ea1i cho c\u00e1c c\u00f4ng ty c\u1ea3m gi\u00e1c chung v\u1ec1 c\u00e1ch s\u1ea3n ph\u1ea9m c\u1ee7a h\u1ecd s\u1ebd ho\u1ea1t \u0111\u1ed9ng tr\u00ean th\u1ecb tr\u01b0\u1eddng hi\u1ec7n t\u1ea1i tr\u01b0\u1edbc khi n\u00f3 \u0111\u01b0\u1ee3c tung ra th\u1ecb tr\u01b0\u1eddng. H\u1ecd c\u0169ng c\u00f3 th\u1ec3 ti\u1ebft ki\u1ec7m m\u1ed9t kho\u1ea3n ti\u1ec1n cho c\u00f4ng ty b\u1eb1ng c\u00e1ch x\u00e1c \u0111\u1ecbnh xem m\u1ed9t s\u1ea3n ph\u1ea9m c\u00f3 \u0111\u00e1ng \u0111\u1ec3 \u0111\u1ea7u t\u01b0 h\u01a1n n\u1eefa hay kh\u00f4ng.<\/p>\n Test concept s\u1ea3n ph\u1ea9m (k\u1ebft h\u1ee3p c\u00f9ng v\u1edbi nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng) c\u00f3 th\u1ec3 mang l\u1ea1i nh\u1eefng l\u1ee3i \u00edch:<\/p>\n Th\u1eed nghi\u1ec7m s\u1ea3n ph\u1ea9m kh\u00f4ng ch\u1ec9 gi\u00fap b\u1ea1n tinh ch\u1ec9nh s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 c\u1ee7a m\u00ecnh sao cho hi\u1ec7u qu\u1ea3 v\u00e0 mong mu\u1ed1n nh\u1ea5t c\u00f3 th\u1ec3, m\u00e0 vi\u1ec7c th\u1eed nghi\u1ec7m s\u1ea3n ph\u1ea9m c\u0169ng s\u1ebd gi\u00fap b\u1ea1n \u0111\u1ecbnh v\u1ecb s\u1ea3n ph\u1ea9m v\u00e0 th\u00f4ng \u0111i\u1ec7p.<\/p>\n DTM Consulting qua d\u1ef1 \u00e1n test concept s\u1ea3n ph\u1ea9m c\u00f3 th\u1ec3 cung c\u1ea5p cho doanh nghi\u1ec7p d\u1eef li\u1ec7u c\u1ea7n thi\u1ebft \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh hi\u1ec7u qu\u1ea3 c\u1ee7a vi\u1ec7c \u0111\u1ecbnh v\u1ecb s\u1ea3n ph\u1ea9m. \u0110\u01b0\u1ee3c th\u1ef1c hi\u1ec7n b\u1eb1ng c\u00e1ch xem s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 c\u1ee7a doanh nghi\u1ec7p ghi d\u1ea5u \u1ea5n t\u1ed1t nh\u01b0 th\u1ebf n\u00e0o trong t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng khi so v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 t\u01b0\u01a1ng t\u1ef1 kh\u00e1c hi\u1ec7n c\u00f3 tr\u00ean th\u1ecb tr\u01b0\u1eddng.<\/p>\n \u0110i\u1ec1u quan tr\u1ecdng l\u00e0 \u0111\u1ea3m b\u1ea3o r\u1eb1ng th\u00f4ng \u0111i\u1ec7p truy\u1ec1n th\u00f4ng c\u1ee7a doanh nghi\u1ec7p \u0111\u01b0\u1ee3c t\u1ed1i \u01b0u h\u00f3a \u0111\u1ec3 b\u1ea1n c\u00f3 th\u1ec3 t\u1ed1i \u0111a h\u00f3a doanh thu v\u00e0 gi\u1ea3m thi\u1ec3u r\u1ee7i ro ngay t\u1eeb khi s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c gi\u1edbi thi\u1ec7u ra th\u1ecb tr\u01b0\u1eddng.<\/p>\n Li\u00ean h\u1ec7 v\u1edbi ch\u00fang t\u00f4i \u0111\u1ec3 t\u00ecm hi\u1ec3u th\u00eam<\/a><\/p>\n Test concept s\u1ea3n ph\u1ea9m c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u1edf c\u00e1c giai \u0111o\u1ea1n kh\u00e1c nhau c\u1ee7a s\u1ea3n ph\u1ea9m:<\/p>\n Th\u1eed nghi\u1ec7m s\u1ea3n ph\u1ea9m trong giai \u0111o\u1ea1n ph\u00e1t tri\u1ec3n c\u1ee7a v\u00f2ng \u0111\u1eddi s\u1ea3n ph\u1ea9m<\/strong><\/a> c\u00f3 th\u1ec3 l\u00e0 ch\u00eca kh\u00f3a \u0111\u1ec3 doanh nghi\u1ec7p ra m\u1eaft m\u1ed9t s\u1ea3n ph\u1ea9m th\u00e0nh c\u00f4ng. K\u1ebft qu\u1ea3 c\u1ee7a d\u1ef1 \u00e1n th\u1eed nghi\u1ec7m s\u1ea3n ph\u1ea9m c\u00f3 th\u1ec3 cung c\u1ea5p c\u00e1c th\u00f4ng tin gi\u00fap doanh nghi\u1ec7p tinh ch\u1ec9nh c\u00e1c t\u00ednh n\u0103ng c\u1ee7a s\u1ea3n ph\u1ea9m. \u0110\u1ed3ng th\u1eddi cho ph\u00e9p doanh nghi\u1ec7p t\u1eadp trung v\u00e0o nh\u1eefng g\u00ec th\u1ef1c s\u1ef1 quan tr\u1ecdng v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/p>\n Th\u1eed nghi\u1ec7m s\u1ea3n ph\u1ea9m kh\u00f4ng ch\u1ec9 d\u00e0nh cho ri\u00eang c\u00e1c v\u1ea5n \u0111\u1ec1 v\u1ec1 s\u1ea3n ph\u1ea9m m\u00e0 c\u00f2n c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c \u00e1p d\u1ee5ng v\u1edbi c\u00e1c chi\u1ebfn d\u1ecbch truy\u1ec1n th\u00f4ng m\u00e0 c\u00f4ng ty th\u1ef1c hi\u1ec7n. C\u00f4ng ty c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng th\u1eed nghi\u1ec7m s\u1ea3n ph\u1ea9m \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh hi\u1ec7u qu\u1ea3 c\u1ee7a c\u00e1c chi\u1ebfn d\u1ecbch truy\u1ec1n th\u00f4ng. X\u00e1c \u0111\u1ecbnh xem c\u00e1c chi\u1ebfn d\u1ecbch truy\u1ec1n th\u00f4ng c\u00f3 \u0111em l\u1ea1i k\u1ebft qu\u1ea3 mong mu\u1ed1n v\u1ec1 nh\u1eadn th\u1ee9c s\u1ea3n ph\u1ea9m, \u0111\u1ecbnh v\u1ecb s\u1ea3n ph\u1ea9m,… hay kh\u00f4ng.<\/p>\n Th\u1eed nghi\u1ec7m s\u1ea3n ph\u1ea9m c\u00f3 th\u1ec3 h\u1ed7 tr\u1ee3 xung quanh h\u1ec7 th\u1ed1ng ph\u00e2n ph\u1ed1i c\u1ee7a s\u1ea3n ph\u1ea9m. Th\u1eed nghi\u1ec7m s\u1ea3n ph\u1ea9m v\u1ec1 l\u0129nh v\u1ef1c n\u00e0y c\u00f3 th\u1ec3 gi\u00fap b\u1ea1n hi\u1ec3u n\u01a1i ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1ebd quan t\u00e2m \u0111\u1ebfn vi\u1ec7c nh\u1eadn ho\u1eb7c mua s\u1ea3n ph\u1ea9m c\u1ee7a doanh nghi\u1ec7p.<\/p>\n Kh\u00e1ch h\u00e0ng ti\u1ebfp c\u1eadn \u0111\u1ebfn s\u1ea3n ph\u1ea9m qua c\u00e1c h\u00ecnh th\u1ee9c ph\u00e2n ph\u1ed1i n\u00e0o. V\u00e0 \u0111\u1eb7c bi\u1ec7t l\u00e0 h\u00ecnh th\u1ee9c ph\u00e2n ph\u1ed1i n\u00e0o, khu v\u1ef1c n\u00e0o, \u0111i\u1ec3m ph\u00e2n ph\u1ed1i n\u00e0o mang l\u1ea1i nhi\u1ec1u doanh thu nh\u1ea5t.<\/p>\n >> Xem th\u00eam: Quy tr\u00ecnh x\u00e2y d\u1ef1ng concept s\u1ea3n ph\u1ea9m m\u1edbi<\/a><\/strong><\/p>\n Test concept s\u1ea3n ph\u1ea9m c\u0169ng gi\u00fap doanh nghi\u1ec7p x\u00e1c \u0111\u1ecbnh m\u1ee9c gi\u00e1 t\u1ed1t nh\u1ea5t cho s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 c\u1ee7a h\u1ecd. Th\u1eed nghi\u1ec7m c\u00f3 th\u1ec3 gi\u00fap doanh nghi\u1ec7p bi\u1ebft li\u1ec7u m\u1ee9c gi\u00e1 l\u00fd t\u01b0\u1edfng m\u00e0 h\u1ecd \u0111ang x\u00e1c \u0111\u1ecbnh l\u00e0 qu\u00e1 cao hay qu\u00e1 th\u1ea5p. Th\u1eed nghi\u1ec7m kh\u00e1i ni\u1ec7m c\u0169ng c\u00f3 th\u1ec3 l\u00e0 m\u1ed9t c\u00e1ch tuy\u1ec7t v\u1eddi \u0111\u1ec3 x\u00e1c minh \u0111i\u1ec3m gi\u00e1 l\u00fd t\u01b0\u1edfng m\u00e0 doanh nghi\u1ec7p n\u00ean \u0111\u1eb7t.<\/p>\n Doanh nghi\u1ec7p s\u1ebd hi\u1ec3u n\u1ebfu v\u00e0 bao nhi\u00eau ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1ebd mua \u1edf c\u00e1c m\u1ee9c gi\u00e1 c\u1ee5 th\u1ec3. \u0110i\u1ec1u n\u00e0y c\u00f3 th\u1ec3 cho ph\u00e9p doanh nghi\u1ec7p t\u1ea1o th\u00f4ng \u0111i\u1ec7p truy\u1ec1n th\u00f4ng \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh l\u00e0 \u0111\u00f3 l\u00e0 s\u1ea3n ph\u1ea9m th\u00f4ng th\u01b0\u1eddng hay s\u1ea3n ph\u1ea9m xa x\u1ec9 t\u00f9y thu\u1ed9c v\u00e0o m\u1ee9c gi\u00e1.<\/p>\n DTM Consulting c\u00f3 th\u1ec3 cung c\u1ea5p d\u1ecbch v\u1ee5 test concept s\u1ea3n ph\u1ea9m cho c\u00e1c doanh nghi\u1ec7p c\u1ee7a Vi\u1ec7t Nam \u0111\u1ec3 hi\u1ec3u v\u1ec1 t\u00ecnh h\u00ecnh s\u1ea3n ph\u1ea9m tr\u00ean th\u1ecb tr\u01b0\u1eddng v\u1edbi chi ph\u00ed ph\u00f9 h\u1ee3p v\u1edbi c\u00e1c doanh nghi\u1ec7p v\u1eeba v\u00e0 nh\u1ecf. B\u00ean c\u1ea1nh vi\u1ec7c test concept, nh\u1eefng chuy\u00ean gia v\u1edbi nhi\u1ec1u n\u0103m kinh nghi\u1ec7m trong ng\u00e0nh s\u1ebd \u0111\u01b0a ra nh\u1eefng t\u01b0 v\u1ea5n marketing h\u1eefu \u00edch cho c\u00e1c ho\u1ea1t \u0111\u1ed9ng kinh doanh c\u1ee7a doanh nghi\u1ec7p.<\/p>\n N\u1ebfu nh\u01b0 doanh nghi\u1ec7p c\u00f3 nh\u1eefng b\u0103n kho\u0103n, h\u00e3y li\u00ean h\u1ec7 \u0111\u1ec3 \u0111\u1eb7t l\u1ecbch trao \u0111\u1ed5i mi\u1ec5n ph\u00ed v\u1edbi chuy\u00ean gia c\u1ee7a ch\u00fang t\u00f4i T\u1ea1i \u0111\u00e2y<\/a>.<\/p>\n Test concept s\u1ea3n ph\u1ea9m l\u00e0 m\u1ed9t c\u00f4ng vi\u1ec7c c\u1ef1c k\u1ef3 quan tr\u1ecdng trong b\u1ea5t k\u1ef3 t\u00ecnh hu\u1ed1ng n\u00e0o, b\u1ea5t k\u1ef3 giai \u0111o\u1ea1n n\u00e0o c\u1ee7a s\u1ea3n ph\u1ea9m. \u0110\u1eb7c bi\u1ec7t l\u00e0 tr\u01b0\u1edbc khi doanh nghi\u1ec7p mu\u1ed1n ph\u00e1t tri\u1ec3n, ra m\u1eaft m\u1ed9t s\u1ea3n ph\u1ea9m m\u1edbi hay c\u00f3 \u00fd \u0111\u1ecbnh m\u1edf r\u1ed9ng th\u1ecb tr\u01b0\u1eddng m\u1edbi. Doanh nghi\u1ec7p c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng c\u00e1c ph\u01b0\u01a1ng ph\u00e1p test concept s\u1ea3n ph\u1ea9m \u0111\u1ec3 x\u00e1c th\u1ef1c \u00fd t\u01b0\u1edfng kinh doanh<\/a> c\u1ee7a m\u00ecnh.<\/p>\n B\u00e0i vi\u1ebft d\u01b0\u1edbi \u0111\u00e2y s\u1ebd \u0111em \u0111\u1ebfn th\u00f4ng tin v\u1ec1 c\u00e1c ph\u01b0\u01a1ng ph\u00e1p test concept s\u1ea3n ph\u1ea9m<\/strong> (concept testing methods) kh\u00e1c nhau c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng.<\/p>\n N\u1ebfu nh\u01b0 doanh nghi\u1ec7p b\u1ea1n \u0111ang c\u00f3 m\u1ed9t s\u1ea3n ph\u1ea9m m\u1edbi<\/strong> v\u00e0 mu\u1ed1n n\u00f3 \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng \u0111\u00f3n nh\u1eadn<\/strong> ngay t\u1eeb khi ra m\u1eaft. Ho\u1eb7c doanh nghi\u1ec7p b\u1ea1n \u0111ang c\u00f3 s\u1ea3n ph\u1ea9m nh\u01b0ng g\u1eb7p v\u1ea5n \u0111\u1ec1 trong kinh doanh n\u00f3. H\u00e3y li\u00ean h\u1ec7 v\u1edbi ch\u00fang t\u00f4i<\/a> \u0111\u1ec3 t\u00ecm hi\u1ec3u th\u00eam v\u1ec1 d\u1ecbch v\u1ee5 th\u1eed nghi\u1ec7m s\u1ea3n ph\u1ea9m, test concept s\u1ea3n ph\u1ea9m m\u1edbi c\u1ee7a DTM Consulting v\u00e0 nh\u1eadn nh\u1eefng l\u1eddi t\u01b0 v\u1ea5n gi\u00e1 tr\u1ecb t\u1eeb chuy\u00ean gia.<\/p>\n >>> Xem th\u00eam: T\u01b0 v\u1ea5n ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m cho doanh nghi\u1ec7p\u00a0<\/a><\/p>\n Trong nhi\u1ec1u n\u0103m, c\u00e1c nh\u00e0 nghi\u00ean c\u1ee9u \u0111\u00e3 thi\u1ebft k\u1ebf v\u00e0 \u00e1p d\u1ee5ng nhi\u1ec1u ph\u01b0\u01a1ng ph\u00e1p test concept s\u1ea3n ph\u1ea9m<\/strong>. C\u00e1c ph\u01b0\u01a1ng ph\u00e1p n\u00e0y \u0111\u01b0\u1ee3c ph\u00e2n lo\u1ea1i d\u1ef1a tr\u00ean c\u00e1ch m\u00e0 s\u1ea3n ph\u1ea9m xu\u1ea5t hi\u1ec7n \u0111\u1ed1i v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng. M\u1ed7i ph\u01b0\u01a1ng ph\u00e1p n\u00e0y ph\u00f9 h\u1ee3p v\u1edbi c\u00e1c lo\u1ea1i h\u00ecnh nghi\u00ean c\u1ee9u kh\u00e1c nhau. Test concept s\u1ea3n ph\u1ea9m c\u00f3 th\u1ec3 d\u1ec5 d\u00e0ng \u0111\u1ea1t \u0111\u01b0\u1ee3c v\u1edbi s\u1ef1 tr\u1ee3 gi\u00fap c\u1ee7a c\u00e1c n\u1ec1n t\u1ea3ng nghi\u00ean c\u1ee9u. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 b\u1ed1n ph\u01b0\u01a1ng ph\u00e1p ch\u00ednh c\u1ee7a test concept s\u1ea3n ph\u1ea9m:<\/p>\n Trong th\u1eed nghi\u1ec7m so s\u00e1nh, hai ho\u1eb7c nhi\u1ec1u kh\u00e1i ni\u1ec7m \u0111\u01b0\u1ee3c tr\u00ecnh b\u00e0y cho ng\u01b0\u1eddi tr\u1ea3 l\u1eddi.\u00a0Ng\u01b0\u1eddi tr\u1ea3 l\u1eddi so s\u00e1nh c\u00e1c concept n\u00e0y b\u1eb1ng c\u00e1ch s\u1eed d\u1ee5ng c\u00e1c c\u00e2u h\u1ecfi x\u1ebfp h\u1ea1ng ho\u1eb7c ch\u1ecdn c\u00e1c item t\u1ed1t nh\u1ea5t \u0111\u01b0\u1ee3c tr\u00ecnh b\u00e0y.<\/p>\n Th\u1eed nghi\u1ec7m so s\u00e1nh cho k\u1ebft qu\u1ea3 r\u00f5 r\u00e0ng v\u00e0 d\u1ec5 hi\u1ec3u \u0111\u1ed1i v\u1edbi b\u1ea5t c\u1ee9 ai. Tuy nhi\u00ean k\u1ebft qu\u1ea3 thu \u0111\u01b0\u1ee3c t\u1eeb ph\u01b0\u01a1ng ph\u00e1p n\u00e0y s\u1ebd thi\u1ebfu \u0111i b\u1ed1i c\u1ea3nh th\u1ef1c t\u1ebf v\u00e0 m\u1ed9t s\u1ed1 \u0111i\u1ec3m quan tr\u1ecdng kh\u00e1c. Kh\u00f4ng th\u1ec3 bi\u1ebft \u0111\u01b0\u1ee3c t\u1ea1i sao ng\u01b0\u1eddi tr\u1ea3 l\u1eddi l\u1ea1i ch\u1ecdn m\u1ed9t ti\u00eau ch\u00ed trong so s\u00e1nh v\u1edbi c\u00e1c ti\u00eau ch\u00ed kh\u00e1c. \u0110i\u1ec1u quan tr\u1ecdng c\u1ee7a test concept s\u1ea3n ph\u1ea9m l\u00e0 ph\u1ea3i hi\u1ec3u \u0111\u01b0\u1ee3c nh\u1eefng chi ti\u1ebft n\u00e0y \u0111\u1ec3 \u00e1p d\u1ee5ng v\u00e0o t\u1ed1i \u01b0u s\u1ea3n ph\u1ea9m.<\/p>\n Trong m\u1ed9t th\u1eed nghi\u1ec7m \u0111\u01a1n nguy\u00ean (Monadic testing)<\/strong>, m\u1eabu nghi\u00ean c\u1ee9u<\/a> \u0111\u01b0\u1ee3c chia th\u00e0nh nhi\u1ec1u nh\u00f3m. M\u1ed7i nh\u00f3m ch\u1ec9 \u0111\u01b0\u1ee3c ti\u1ebfp x\u00fac v\u00e0 ki\u1ec3m tra v\u1edbi 1 concept s\u1ea3n ph\u1ea9m. C\u00e1c b\u00e0i ki\u1ec3m tra n\u00e0y t\u1eadp trung v\u00e0o vi\u1ec7c ph\u00e2n t\u00edch chuy\u00ean s\u00e2u m\u1ed9t kh\u00e1i ni\u1ec7m duy nh\u1ea5t. M\u1ed9t cu\u1ed9c th\u1eed nghi\u1ec7m \u0111\u01a1n nguy\u00ean th\u01b0\u1eddng ng\u1eafn v\u00e0 c\u00f3 m\u1ee5c ti\u00eau cao.<\/p>\n V\u00ec m\u1ed7i nh\u00f3m ng\u01b0\u1eddi tr\u1ea3 l\u1eddi nh\u00ecn th\u1ea5y m\u1ed9t concept s\u1ea3n ph\u1ea9m duy nh\u1ea5t, n\u00ean c\u00f3 th\u1ec3 \u0111i s\u00e2u m\u00e0 kh\u00f4ng l\u00e0m cho cu\u1ed9c kh\u1ea3o s\u00e1t d\u00e0i d\u00f2ng. C\u00e1c nh\u00e0 nghi\u00ean c\u1ee9u c\u00f3 th\u1ec3 h\u1ecfi c\u00e1c c\u00e2u h\u1ecfi ti\u1ebfp theo v\u1ec1 c\u00e1c thu\u1ed9c t\u00ednh kh\u00e1c nhau c\u1ee7a m\u1ed9t concept s\u1ea3n ph\u1ea9m, ch\u1eb3ng h\u1ea1n nh\u01b0 h\u1ecd th\u00edch g\u00ec v\u1ec1 s\u1ea3n ph\u1ea9m, bao b\u00ec, gi\u00e1 c\u1ea3, v.v. M\u1eb7c d\u00f9 m\u1ed7i nh\u00f3m ng\u01b0\u1eddi tr\u1ea3 l\u1eddi nh\u00ecn th\u1ea5y c\u00e1c s\u1ea3n ph\u1ea9m kh\u00e1c nhau m\u1ed9t c\u00e1ch ri\u00eang bi\u1ec7t, nh\u01b0ng m\u1ed7i s\u1ea3n ph\u1ea9m s\u1ebd c\u1ea7n tu\u00e2n theo nh\u1eefng c\u00e2u h\u1ecfi gi\u1ed1ng nhau.<\/p>\n C\u00e1c cu\u1ed9c th\u1eed nghi\u1ec7m \u0111\u01a1n nguy\u00ean (Monadic testing) ng\u1eafn v\u00e0 cho ph\u00e9p c\u00e1c nh\u00e0 nghi\u00ean c\u1ee9u linh ho\u1ea1t \u0111\u1ec3 h\u1ecfi nhi\u1ec1u c\u00e2u h\u1ecfi ti\u1ebfp theo. Do \u0111\u00f3, k\u1ebft qu\u1ea3 cung c\u1ea5p th\u00eam b\u1ed1i c\u1ea3nh xung quanh l\u00fd do t\u1ea1i sao m\u1ed9t concept s\u1ea3n ph\u1ea9m c\u1ee5 th\u1ec3 l\u1ea1i t\u1ed1t h\u01a1n nh\u1eefng concept s\u1ea3n ph\u1ea9m kh\u00e1c.<\/p>\n Tuy nhi\u00ean, v\u00ec \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau \u0111\u01b0\u1ee3c chia th\u00e0nh nhi\u1ec1u nh\u00f3m, n\u00ean c\u1ee1 m\u1eabu c\u1ea7n thi\u1ebft \u0111\u1ec3 ti\u1ebfn h\u00e0nh th\u1eed nghi\u1ec7m \u0111\u01a1n l\u1ebb l\u00e0 r\u1ea5t r\u1ed9ng. V\u1edbi m\u1ed7i concept s\u1ea3n ph\u1ea9m c\u1ea7n th\u1eed nghi\u1ec7m, ki\u1ec3m tra, k\u00edch th\u01b0\u1edbc m\u1eabu t\u0103ng l\u00ean m\u1ed9t c\u00e1ch \u0111\u00e1ng k\u1ec3. Vi\u1ec7c m\u1eabu kh\u1ea3o s\u00e1t, nghi\u00ean c\u1ee9u t\u0103ng l\u00ean l\u00e0m chi ph\u00ed \u0111\u1ec3 th\u1ef1c hi\u1ec7n c\u0169ng t\u0103ng l\u00ean.<\/p>\n >> Xem th\u00eam: M\u1eabu b\u1ea3ng c\u00e2u h\u1ecfi Test s\u1ea3n ph\u1ea9m \u2013 Product Testing Questions<\/strong><\/a><\/p>\n C\u0169ng gi\u1ed1ng nh\u01b0 c\u00e1ch th\u1ef1c hi\u1ec7n trong Th\u1eed nghi\u1ec7m \u0111\u01a1n nguy\u00ean (Modanic Testing), trong th\u1eed nghi\u1ec7m \u0111\u01a1n nguy\u00ean tu\u1ea7n t\u1ef1 (Sequential Monadic Testing), m\u1eabu nghi\u00ean c\u1ee9u c\u0169ng \u0111\u01b0\u1ee3c chia l\u00e0m nhi\u1ec1u nh\u00f3m. Tuy nhi\u00ean, thay v\u00ec cho m\u1ed7i nh\u00f3m \u0111\u00e1nh gi\u00e1 t\u1eebng concept s\u1ea3n ph\u1ea9m ri\u00eang l\u1ebb, m\u1ed7i nh\u00f3m gi\u1edd \u0111\u00e2y \u0111\u01b0\u1ee3c \u0111\u00e1nh gi\u00e1 t\u1ea5t c\u1ea3 c\u00e1c concept s\u1ea3n ph\u1ea9m. Th\u1ee9 t\u1ef1 c\u00e1c concept s\u1ea3n ph\u1ea9m s\u1ebd \u0111\u01b0\u1ee3c ch\u1ec9 \u0111\u1ecbnh ng\u1eabu nhi\u00ean. Nh\u1eefng ng\u01b0\u1eddi tham gia s\u1ebd tr\u1ea3 l\u1eddi c\u00f9ng m\u1ed9t b\u1ed9 c\u00e2u h\u1ecfi \u0111\u1ed1i v\u1edbi m\u1ed7i concept s\u1ea3n ph\u1ea9m.<\/p>\n V\u00ec m\u1ed7i nh\u00f3m ng\u01b0\u1eddi tr\u1ea3 l\u1eddi \u0111\u01b0\u1ee3c ti\u1ebfp x\u00fac v\u1edbi t\u1ea5t c\u1ea3 concept s\u1ea3n ph\u1ea9m, n\u00ean quy m\u00f4 m\u1eabu kh\u1ea3o s\u00e1t c\u1ea7n thi\u1ebft \u0111\u1ec3 th\u1ef1c hi\u1ec7n m\u1ed9t th\u1eed nghi\u1ec7m \u0111\u01a1n nguy\u00ean tu\u1ea7n t\u1ef1 kh\u00f4ng l\u1edbn. Do \u0111\u00f3, chi ph\u00ed \u0111\u1ec3 th\u1ef1c hi\u1ec7n ph\u01b0\u01a1ng ph\u00e1p n\u00e0y c\u0169ng th\u1ea5p h\u01a1n. Nh\u1edd \u0111\u1eb7c \u0111i\u1ec3m n\u00e0y m\u00e0 ph\u01b0\u01a1ng ph\u00e1p th\u1eed nghi\u1ec7m \u0111\u01a1n nguy\u00ean tu\u1ea7n t\u1ef1 ph\u00f9 h\u1ee3p khi th\u1ef1c hi\u1ec7n v\u1edbi m\u1eabu kh\u1ea3o s\u00e1t nh\u1ecf, ho\u1eb7c v\u1edbi m\u1ee5c ti\u00eau ti\u1ebft ki\u1ec7m ng\u00e2n s\u00e1ch.<\/p>\n Tuy nhi\u00ean, v\u00ec t\u1ea5t c\u1ea3 c\u00e1c concept \u0111\u01b0\u1ee3c tr\u00ecnh b\u00e0y cho t\u1eebng nh\u00f3m ng\u01b0\u1eddi tr\u1ea3 l\u1eddi, n\u00ean \u0111\u1ed9 d\u00e0i c\u1ee7a b\u1ea3ng c\u00e2u h\u1ecfi l\u00e0 m\u1ed9t v\u1ea5n \u0111\u1ec1 c\u1ea7n ph\u1ea3i xem x\u00e9t. \u0110i\u1ec1u n\u00e0y \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn t\u1ef7 l\u1ec7 ho\u00e0n th\u00e0nh v\u00e0 c\u00f3 th\u1ec3 d\u1eabn \u0111\u1ebfn xu h\u01b0\u1edbng kh\u00f4ng ph\u1ea3n h\u1ed3i.<\/p>\n Proto-monadic testing (t\u1ea1m d\u1ecbch: Th\u1eed nghi\u1ec7m nguy\u00ean m\u1eabu) bao g\u1ed3m 2 qu\u00e1 tr\u00ecnh \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n:<\/p>\n V\u1edbi ph\u01b0\u01a1ng ph\u00e1p test s\u1ea3n ph\u1ea9m n\u00e0y, \u0111\u00e1p vi\u00ean tr\u1ea3 l\u1eddi v\u1ec1 t\u1eebng concept s\u1ea3n ph\u1ea9m, sau \u0111\u00f3 ch\u1ecdn concept m\u00e0 h\u1ecd cho l\u00e0 t\u1ed1t nh\u1ea5t.<\/p>\n Thi\u1ebft k\u1ebf n\u00e0y r\u1ea5t h\u1eefu \u00edch \u0111\u1ec3 x\u00e1c nh\u1eadn c\u00e1c k\u1ebft qu\u1ea3 t\u1eeb th\u1eed nghi\u1ec7m \u0111\u01a1n nguy\u00ean tu\u1ea7n t\u1ef1.\u00a0C\u00e1c nh\u00e0 nghi\u00ean c\u1ee9u c\u00f3 th\u1ec3 x\u00e1c minh xem kh\u00e1i ni\u1ec7m \u0111\u01b0\u1ee3c ch\u1ecdn trong th\u1eed nghi\u1ec7m so s\u00e1nh c\u00f3 t\u01b0\u01a1ng th\u00edch v\u1edbi nh\u1eefng insights thu th\u1eadp \u0111\u01b0\u1ee3c v\u1ec1 m\u1ed7i concept s\u1ea3n ph\u1ea9m hay kh\u00f4ng.<\/p>\n M\u1ed9t s\u1ed1 v\u00ed d\u1ee5 \u0111i\u1ec3n h\u00ecnh v\u1ec1 test concept s\u1ea3n ph\u1ea9m:<\/p>\n Tesla \u0111\u00e3 ra m\u1eaft Model 3 v\u00e0o n\u0103m 2017 v\u00e0 g\u00e2y ch\u00fa \u00fd tr\u00ean to\u00e0n th\u1ebf gi\u1edbi. Tesla \u0111\u00e3 s\u1eed d\u1ee5ng m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c ra m\u1eaft \u0111\u1ed9c \u0111\u00e1o b\u1eb1ng c\u00e1ch s\u1eed d\u1ee5ng th\u1eed nghi\u1ec7m \u00fd t\u01b0\u1edfng \u0111\u1ec3 nh\u1eadn \u0111\u01b0\u1ee3c s\u1ef1 ch\u1ea5p thu\u1eadn c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 huy \u0111\u1ed9ng v\u1ed1n.<\/p>\n Tesla<\/p><\/div>\n Nh\u1eefng ng\u01b0\u1eddi tham gia \u0111\u00e3 \u0111\u01b0\u1ee3c tr\u00ecnh b\u00e0y v\u1ec1 concept Model 3. Khi h\u1ecd \u0111\u00e3 quen thu\u1ed9c v\u1edbi c\u00e1c t\u00ednh n\u0103ng v\u00e0 l\u1ee3i \u00edch kh\u00e1c nhau c\u1ee7a chi\u1ebfc xe, h\u1ecd c\u00f3 quy\u1ec1n ch\u1ecdn \u0111\u1eb7t c\u1ecdc. Chi\u1ebfn l\u01b0\u1ee3c n\u00e0y \u0111\u00e3 th\u00e0nh c\u00f4ng r\u1ef1c r\u1ee1 v\u00e0 Tesla \u0111\u00e3 c\u00f3 th\u1ec3 huy \u0111\u1ed9ng \u0111\u01b0\u1ee3c 400 tri\u1ec7u USD.<\/p>\n Do \u0111\u00f3, b\u1eb1ng c\u00e1ch s\u1eed d\u1ee5ng test concept s\u1ea3n ph\u1ea9m, Tesla \u0111\u00e3 thu th\u1eadp \u0111\u01b0\u1ee3c ph\u1ea3n h\u1ed3i t\u1eeb kh\u00e1ch h\u00e0ng v\u00e0 ngu\u1ed3n t\u00e0i ch\u00ednh \u0111\u1ec3 c\u00f3 th\u1ec3 ti\u1ebfp t\u1ee5c ra m\u1eaft.<\/p>\n >> Xem th\u00eam: H\u01b0\u1edbng d\u1eabn thi\u1ebft k\u1ebf b\u1ea3ng kh\u1ea3o s\u00e1t Test Concept S\u1ea3n Ph\u1ea9m<\/strong><\/a><\/p>\n Lego lu\u00f4n g\u1eb7p kh\u00f3 kh\u0103n khi b\u00e1n s\u1ea3n ph\u1ea9m c\u1ee7a h\u1ecd cho nh\u00f3m nh\u00e2n kh\u1ea9u h\u1ecdc n\u1eef.\u00a0M\u1eb7c d\u00f9 \u0111\u00e3 c\u1ed1 g\u1eafng h\u1ebft s\u1ee9c, nh\u01b0ng ch\u1ec9 c\u00f3 9% \u0111\u1ed3 ch\u01a1i c\u1ee7a h\u1ecd b\u00e1n \u0111\u01b0\u1ee3c cho c\u00e1c b\u00e9 g\u00e1i. Lego \u0111\u00e3 quy\u1ebft \u0111\u1ecbnh \u0111\u1ea7u t\u01b0 m\u1ea1nh v\u00e0o vi\u1ec7c ti\u1ebfn h\u00e0nh th\u1eed nghi\u1ec7m \u00fd t\u01b0\u1edfng v\u00e0 nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng trong m\u1ed9t th\u1eddi gian d\u00e0i \u0111\u1ec3 thay \u0111\u1ed5i \u0111i\u1ec1u n\u00e0y.\u00a0M\u1ee5c ti\u00eau ch\u00ednh c\u1ee7a nghi\u00ean c\u1ee9u n\u00e0y l\u00e0 t\u00ecm hi\u1ec3u th\u00f3i quen vui ch\u01a1i c\u1ee7a c\u00e1c b\u00e9 g\u00e1i.<\/p>\n Nghi\u00ean c\u1ee9u n\u00e0y gi\u00fap h\u1ecd nh\u1eadn ra r\u1eb1ng c\u00e1c b\u00e9 g\u00e1i th\u00edch x\u00e2y d\u1ef1ng m\u1ed9t m\u00f4i tr\u01b0\u1eddng, m\u1ed9t khu v\u1ef1c tr\u00f2 ch\u01a1i h\u01a1n l\u00e0 c\u00e1c \u0111\u1ed3 ch\u01a1i ri\u00eang l\u1ebb. C\u00e1c b\u00e9 g\u00e1i th\u00edch t\u1eadp trung h\u01a1n v\u00e0o b\u1ed1 c\u1ee5c v\u00e0 c\u00e1c chi ti\u1ebft c\u1ea5u tr\u00fac.<\/p>\n S\u1eed d\u1ee5ng insights n\u00e0y, Lego quy\u1ebft \u0111\u1ecbnh thi\u1ebft k\u1ebf m\u1ed9t d\u00f2ng s\u1ea3n ph\u1ea9m ho\u00e0n to\u00e0n m\u1edbi d\u00e0nh cho \u0111\u1ed1i t\u01b0\u1ee3ng ng\u01b0\u1eddi ti\u00eau d\u00f9ng l\u00e0 c\u00e1c b\u00e9 g\u00e1i – Lego Friends. D\u00f2ng s\u1ea3n ph\u1ea9m n\u00e0y ra m\u1eaft n\u0103m 2012 v\u00e0 t\u0103ng doanh thu g\u1ea5p 3 l\u1ea7n v\u1ec1 nh\u00f3m \u0111\u1ed3 ch\u01a1i d\u00e0nh cho n\u1eef t\u1eeb 300 tri\u1ec7u USD \u0111\u1ebfn 900 tri\u1ec7u USD v\u00e0o n\u0103m 2014.<\/p>\n N\u1ebfu nh\u01b0 doanh nghi\u1ec7p b\u1ea1n c\u00f2n c\u00f3 nh\u1eefng th\u1eafc m\u1eafc, b\u0103n kho\u0103n v\u1ec1 vi\u1ec7c Test concept s\u1ea3n ph\u1ea9m hay \u0111ang g\u1eb7p v\u1ea5n \u0111\u1ec1 v\u1ec1 kinh doanh ch\u00ednh s\u1ea3n ph\u1ea9m c\u1ee7a m\u00ecnh, h\u00e3y Li\u00ean h\u1ec7 v\u1edbi ch\u00fang t\u00f4i<\/a> \u0111\u1ec3 t\u00ecm hi\u1ec3u v\u1ec1 d\u1ecbch v\u1ee5 test concept, th\u1eed nghi\u1ec7m s\u1ea3n ph\u1ea9m v\u00e0 nh\u1eadn nh\u1eefng t\u01b0 v\u1ea5n gi\u00e1 tr\u1ecb t\u1eeb chuy\u00ean gia.<\/p>\n Ngu\u1ed3n: Questionpro<\/a>\u00a0Emi<\/a><\/p>","protected":false},"excerpt":{"rendered":" Test concept s\u1ea3n ph\u1ea9m l\u00e0 m\u1ed9t c\u00f4ng vi\u1ec7c quan tr\u1ecdng gi\u00fap doanh nghi\u1ec7p gi\u1ea3m thi\u1ec3u r\u1ee7i ro tr\u01b0\u1edbc khi ra m\u1eaft s\u1ea3n ph\u1ea9m m\u1edbi. \u0110\u1ed3ng th\u1eddi c\u0169ng gi\u00fap ki\u1ec3m tra s\u1ea3n ph\u1ea9m hi\u1ec7n t\u1ea1i c\u1ee7a doanh nghi\u1ec7p v\u1ec1 \u0111\u1ecbnh v\u1ecb, xu h\u01b0\u1edbng mua c\u1ee7a kh\u00e1ch h\u00e0ng,… Test concept s\u1ea3n ph\u1ea9m l\u00e0 g\u00ec? Test concept s\u1ea3n […]<\/p>","protected":false},"author":4,"featured_media":12178,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[128,74],"tags":[651],"class_list":["post-12145","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-chia-se-kien-thuc","category-blog","tag-nghien-cuu-thi-truong-tag",""],"_links":{"self":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/12145","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/comments?post=12145"}],"version-history":[{"count":20,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/12145\/revisions"}],"predecessor-version":[{"id":15851,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/12145\/revisions\/15851"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media\/12178"}],"wp:attachment":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media?parent=12145"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/categories?post=12145"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/tags?post=12145"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}T\u1ea7m quan tr\u1ecdng c\u1ee7a test concept s\u1ea3n ph\u1ea9m<\/h2>\n
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C\u00e1ch m\u00e0 s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c th\u1eed nghi\u1ec7m (concept test)<\/h2>\n
Giai \u0111o\u1ea1n ph\u00e1t tri\u1ec3n<\/h3>\n
C\u00e1c chi\u1ebfn d\u1ecbch truy\u1ec1n th\u00f4ng<\/h3>\n
M\u1ea1ng l\u01b0\u1edbi ph\u00e2n ph\u1ed1i<\/h3>\n
\u0110\u1ecbnh gi\u00e1 s\u1ea3n ph\u1ea9m<\/h3>\n
Ph\u01b0\u01a1ng ph\u00e1p test concept s\u1ea3n ph\u1ea9m<\/h2>\n
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Comparison Testing<\/h3>\n
Monadic Testing<\/h3>\n
Sequential Monadic Testing<\/h3>\n
Proto-monadic Testing<\/h3>\n
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V\u00ed d\u1ee5 v\u1ec1 Test concept s\u1ea3n ph\u1ea9m<\/h2>\n
Tesla<\/h3>\n
![\"Tesla\"](\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/11\/Tesla.jpg\")
Lego<\/h3>\n
![\"Lego\"](\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/11\/Lego.jpg\")
<\/p>\n