Concept and Product Testing of Nespresso Lattissima

The report is based on designing the concept testing and product prototype testing procedure for the new product development process of Nespresso Lattissima. The product is a single serve coffee-espresso machine of Nestlé Nespresso S.A., which includes unique features such as one-touch milk frother technology and auto rinsing facility. The further discussion regarding the concept testing process has detailed the aim and objectives of the procedure as well as the suitable respondent for the market research process. The objective of the concept testing is targeted to analyze the acceptability of the concept within the potential marketplace. The targeted respondents include current users of Nespresso coffee machines, specialists from Specialty Coffee Association of America and importers from six major coffee import countries. The report has suggested focus group discussion for the successful completion of the concept testing process. The organization needs to select 8-10 respondents from each group to conduct the research. This process will allow the organization to gather in-depth details of the market while incurring less expense. This section has also evaluated the justification and limitation of this research process. The second section has discussed the product testing process, which will focus on relating the customer experience regarding the product prototype with the product concept. It will assess the feasibility and acceptability of the finished product within the marketplace. This research process has selected quantitative as well as qualitative aspect to gather insight from market. The quantitative process includes online survey and conjoint analysis while the qualitative part considers focus group discussion. The report has detailed the implementation process of these research metho0ds with sample questionnaire. Finally, it has discussed the justification as well as the limitation of the research processes in the product testing method.

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