screening

(noun)

A step in the product development process where products are evaluated according to a certain set of criteria on whether they will be successful in the marketplace.

Examples of screening in the following topics:

  • Screening

    • During screening, the company evaluates whether to devote further resources to the development of a product at various stage gates.
    • The objective of the screening stage is to eliminate unsound concepts prior to devoting resources to them.
    • The screening step is a critical part of the new product development process.
    • Two problems that may arise during the screening stage are the acceptance of a poor product idea, and the rejection of a viable product idea.
    • There are two common techniques for screening new product ideas.

  • Perception

    • Seymor Smith, a prominent advertising researcher, found evidence for selective perception in advertising research in the early 1960s, and he defined it to be "a procedure by which people let in, or screen out, advertising material they have an opportunity to see or hear.
    • On the left, we see a cube when in fact it is a flat image on our screen.

  • Recruiting and Selecting Salespeople

    • When screening potential employees, managers need to select based on cultural fit and attitude as well as technical skills and competencies.
    • Companies have a variety of processes available to screen potential employees, so managers must determine which system will generate the most accurate results.
    • Many companies choose to use several rounds of screening with different interviewers to discover additional facets of the applicant's attitude or skill as well as develop a more well-rounded opinion of the applicant from diverse perspectives.

  • Development

    • Once a potential product has passed the screening and business analysis stages, it goes onto the technical and marketing development stage.

  • Developing Insights and an Action Plan

  • Digital Surveys

    • Questions can be displayed with check boxes, pull down menus, pop up menus, help screens, or submenus

  • Marketing Innovation Trends

    • Nearly all new phones produced with a color screen are capable of sending and receiving standard MMS messages.
    • They were later further popularized with the Android operation system, where the notifications are shown on the top of the screen.

  • Mobile Consumer Behavior

    • Nearly all new phones produced with a color screen are capable of sending and receiving standard MMS messages.
    • They were further popularized with the Android operating system, in which notifications are shown on the top of the screen.

  • Types of Internet Advertising

    • Idle screen advertising - Cell phone owners enter into a third-party agreement that allows advertisements to run on their screen while their phone is idle in exchange for a discount or other promotion.

  • Mobile Marketing

    • Nearly all new phones with a color screen are capable of sending and receiving standard MMS messages.
    • These notifications appear at the top of the device's screen and serve as efficient mechanisms for communicating directly with end-users.