Why was the investment in concept testing a crucial exercise

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Reference no: EM133650192

Problem: A student at a university developed an idea for artificial turf that had interlocking pieces, making it easier to install and reducing installation time by a third, without creating noticeable seams. He asked GPS Marketers to help him with concept testing. GPS developed a survey, which they sent to landscapers in Arizona, New Mexico, Texas, and California. Based on the very successful results of the survey, which asked about purchase intent and uniqueness, the student started his own company with his brother to produce the artificial turf and sell it to landscapers in regions where water was limited. Why was the investment in concept testing a crucial exercise?

Reference no: EM133650192

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