Views from the Hills by R. E. Stevens, GENESIS II (The Second Beginning) E-Mail views@aol.com

[Note:  As promised in my Views from the Hills of Kentucky of September 10, 1994, the following outlines the SPACE method.]

Introducing: SPACE (Sequential Point Assessment in Concept Evaluation):

Your new product development program's success depends on high-quality concepts. All too often, ideas with market potential are rejected, based on the consumer's overall evaluation of a poorly-executed concept. In other words, the reader may be rejecting the description rather than the idea.

SPACE is a technique that evaluates the overall acceptability of the concept idea and the acceptability of each element within the concept.

SPACE sequentially presents each element of the concept to the reader for assessment and then obtains an overall evaluation of the complete concept.

First, SPACE generates an acceptance profile of the concept that highlights the hot and cold spots of the concept. Experience has shown that a simple word or phrase can create a negative view of the idea. SPACE is designed to uncover these weaknesses within the concept.

The second perspective is an overall evaluation of the concept similar to conventional concept evaluation data. Unlike conventional methods of concept evaluation, however, the specific advantage of the SPACE evaluation is that it insures that each respondent is aware of all the elements of the concept when making the final assessment. The objective is to evaluate an idea, not our ability to write or the respondent's ability to read.

SPACE:

SPACE is a very economical diagnostic concept development/evaluation tool.
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