More information is not better: examining appropriate information for estimating sales performance in concept testing

ABSTRACT Research on the requirements for improving the quality of concept testing is scarce because of the high degree of confidentiality in new product developments. In this study, we clarified the factors that can improve sales performance estimation accuracy in concept testing. A randomised controlled trial for the Japanese personal computer market showed that presenting the product and corporate brand yielded the most accurate estimations. Other factors (design, price, and product colour) did not show significant effects. Even a good concept may not increase consumers’ purchase intention if there is lack of clarity about the product’s brand.