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    Concept testing

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    A food company wants to develop a new salad-dressing powder. The consumer mixes the powder with water, shakes the bottle, and you get fresh dressing. The company is trying to compete against another company that has a powdered dressing that is mixed with oil and vinegar. The company plans to conduct blindfold taste tests, asking consumers to compare the new product with a variety of alternative dressings currently marketed. But the new-product development team fears that the results from this test may not be fully reliable, and it wants to test its concept in at least three other ways. It also wants to test alternative formulations of the dressing, including one that is sweeter and one that is spicier.

    Suggest some additional concept-test formats to the development team.

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    Solution Preview

    One of the concept taste formats could be at home tests. Respondents can be recruited online and free samples can be mailed to them. The advantage of at home testing is that it allows for better geographic dispersion. Further, ...

    Solution Summary

    Discusses concept testing alternatives for new salad dressing powder.