Starfish Launches Virtual Concept Testing Tool

Starfish Research & Strategy has launched BluRay Select, a virtual concept testing tool for new product development, allowing consumers to interact with three dimensional concepts or prototypes.

Klaus Hoefle, spokesperson for Starfish Europe, says BluRay should shorten testing time for new concepts or prototypes from weeks or months to just days as well as allowing more options.

'Being virtual research, we can easily accommodate testing either at central locations with on-line facilities in markets such as China or Brazil with lower internet penetration, whilst in Europe the use of on-line panels will often be the ideal solution. All that is needed is a computer and an Internet connection' says Hoefle.

Starfish works on product development, brand portfolio management and measurement of sponsorship effectiveness, and has offices in London, Melbourne and Singapore. Its home page is at www.starfish-research.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.