John Robinson
Hardik Kotecha
MEAM 415
Team 21 – Team Selected Concept
Selection Matrix:
Reference Concept: Carrying and using a regular toothbrush, toothpaste, and/or dental floss
Selection
Criteria
Concept 1:
Tooth Pen:
toothbrush
releases
toothpaste
on bristles
using button
Concept 2:
Dental
Keychain:
dental items
are
connected
by keychain
Concept 3:
Dental
Holder:
compact
case holds all
dental items
Ease of
Use
Portability
Comfort
Durability
Nice
Aesthetic
Cleaning
Capability
Hygienic
Storage
Sum +’s
Sum 0‘s
Sum –‘s
Net Score
Rank
Continue?
+
0
0
+
0
0
+
+
0
0
0
Concept 4:
Flip
Toothbrush
Container:
items are
held within
flip-out
toothbrush
Concept 5:
Swiss Army
Dental
Contraption:
items hidden
within pocket
knife-like
device
Concept 6:
Snap-Back
Toothbrush:
toothbrush
acquires
toothpaste
through snap
back action
Concept 7:
Dental
Glove:
Items are
attached to
glove for
easy use and
travel
Concept 8:
Hollow
Toothbrush:
Items
contained in
hollow space
inside
toothbrush
Concept 9:
Toothpaste
Base:
The base of
toothbrush
contains
toothpaste.
Detaches.
Concept 10:
All-in-One
Toothbrush:
toothbrush
with dental
floss base and
toothpaste
dispenser
+
0
-
-
+
+
+
+
0
0
-
+
0
+
+
+
+
-
+
0
-
+
0
0
+
0
+
+
-
0
0
0
0
0
-
0
0
0
0
-
+
+
+
-
-
0
0
0
3
4
0
3
1
Yes
1
4
2
-1
4
No
2
4
1
1
3
No
3
2
2
1
3
No
4
2
1
3
1
Yes
1
1
5
-4
5
No
1
1
5
-4
5
No
2
4
1
1
3
No
3
3
1
2
2
Yes
2
2
3
-1
4
No
From the selection matrix, the top three concepts were chosen:
(1) Tooth Pen
(2) Swiss Army Dental Contraption
(3) Toothpaste Base
Concept Test and Results:
1. Purpose of the Concept Test: Determine which of three alternative concepts should be pursued, as well as
determine any potential improvements on the current concepts.
2. Survey Population: Seventeen college students and three non-college students were interviewed.
3. Choose a Survey Format: Face-to-face interaction was used as a survey format, with a written survey that the
interviewee completed.
4. Communicate the Concept: Both a sketch and written description were used to communicate the concept to
interviewees. Verbal descriptions of the product were not used, to prevent inconsistencies that could lead to bias.
5. Measure Customer Response: The test attempted to measure purchase intent, and utilized the five-response
categories of the purchase-intent scale for each concept. Product improvement suggestions were communicated
verbally.
6. Interpret the Results: The purpose of the test was to compare the three concepts, and decide which one to pursue
for further development. Through the results, it was determined that the Tooth Pen was the concept best received,
with a probability of purchase of 9%. As referenced from U&E, the probability of purchase was calculated as:
Probability = 0.2*(Number of “probably will purchase”/total)+ 0.4*(Number of “definitely will purchase”/total)
The results of the survey are as follows:
Concept 1:
Concept 2:
Toothpaste Base
Tooth Pen
Concept 3:
Swiss Army Dental Contraption
Selected Concept:
Tooth Pen:
The toothbrush has toothpaste inside that is squeezed up through the bristles when the bottom is “clicked” (like a pen).