Full citation

Dolan, RJ & Matthews, JM. (1993). Maximizing the utility of customer product testing: Beta test design and management. Journal of Product Innovation Management, 10, 318-330.

Format: Peer-reviewed article

Type: Research — Non-experimental

Experience level of reader: Fundamental

Annotation: Article presents guidelines for effective management of Beta test programs, and explain how they can serve multiple purposes such as: validate the product concept, eliminate performance problems prior to market introduction, and serve as an effective sales promotion device.

Setting(s) to which the reported activities/findings are relevant: Large business, Small business (less than 500 employees), University

Knowledge user(s) to whom the piece of literature may be relevant: Manufacturers, Researchers

Knowledge user level addressed by the literature: Organization

This article uses the Commercial Devices and Services version of the NtK Model

Primary Findings

Carrier: Guidelines for effective Beta Test program management: 1) Product design should be frozen prior to Beta testing. 2) Effective Beta testing programs recognize the full set of benefits possible (as shown in Figure 1). 3) Maximum utility of Beta testing is derived from recognizing the segmentation of the market, and devising ways of making the Beta tests as close approximations to real-world experiences. 4) As a general control rule, grow the number of Beta sites over time; begin with sophisticated customers who have good relations with the company.
Literature review, analysis of twenty-one programs, and four in-depth field investigations.
Occurrence of finding within the model: Step 6.3, Step 6.1

Methods:

  • Beta testing involves time and expense but can be planned to serve multiple purposes such as: validate the product concept, eliminate performance problems prior to market introduction, and serve as an effective sales promotion device.
    Literature review, analysis of twenty-one programs, and four in-depth field investigations.
    Occurrence of finding within the model: Step 6.3
  • Beta testing — A common practice is to extend the beta test beyond the product itself to address support elements such as training and documentation, and the marketing and sales strategies.
    Literature review, analysis of twenty-one programs, and four in-depth field investigations.
    Occurrence of finding within the model: Step 7.10

Secondary Findings

Methods:

  • Beta testing — Concept testing in which a product idea is described to customers and reactions obtained. (Dolan [1993])
    Occurrence of finding within the model: Step 2.2
  • Beta testing — Usability testing done by customers at the manufacturer's facility as an input to the design process. (Prasse [1991])
    Occurrence of finding within the model: Step 6.1
  • Beta testing — Prototype testing as an input to product functionality definition. (Biemans [1991])
    Occurrence of finding within the model: Step 5.3
  • Beta testing — Co-construction in which customers are actively involved in design. (Udwadia & Kumar [1991])
    Occurrence of finding within the model: Step 4.2