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New product research

Product research let you understand what customers really want, allowing you to tailor your product offering to meet their needs and giving you a real competitive edge.

New product research helps you refine product designs and plans before committing yourself to expensive product development costs. Whilst continuing product testing and research can drive in

As the new product development process continues, product research helps you identify the key factors that matter to customers - showing you what to focus on. Product research can be linked with other aspects of marketing. For example, it can help you assess how much customers might be willing to pay for new product features. Research can also be used to assess other aspects of product design, such as product packaging or brand name.

Concept testing for new products can be very challenging - the way people react to new products in theory can be very different from the reality. Customers may say they like a new idea, but in reality show reluctance to switch to new products or decide that it is not worth the price.

Benefits:

  • Achieve product superiority over competitive products. 
  • Continuously improve product performance and customer satisfaction (i.e., to maintain product superiority, especially as consumer tastes evolve over time). 
  • Monitor the potential threat levels posed by competitive products to understand competitive strengths and weaknesses. 
  • Cost-reduce product formulations and/or processing methods, while maintaining product superiority.
  • Measure the effects of aging upon product quality (shelf-life studies). 
  • Implicitly measure the effects of price, brand name, or packaging upon perceived product performance/quality.
  • Provide guidance to research and development in creating new products or upgrading existing products.
  • Monitor product quality from different factories, through different channels of distribution, and from year to year.
  • Predict consumer acceptance of new products.

Product test can be carried with various methodologies –

Product clinics

At a clinic products or prototypes can be tested in their competitive environment. “Clinic” here means that the participants approach the product in a central test.

Clinics are conducted at different times for different purposes. The design and makeup of these clinics vary. The most common purposes are:

  • Evaluate and learn how to improve new models/products.
  • Product clinics is product line planning, or product line optimization, where all the different models of one brand are displayed and evaluated.
  • Price optimization, where consumers view the model/products within a class of vehicles/products, and then participate in choice modeling experiments.
  • To set the stage for volumetric forecasting of sales.

Some clinics emphasize marketing positioning, while others are more human factor or design oriented, depending on the product development stage. 

The engineering-focused clinics are often conducted on relatively recent product introductions to better understand early customer experiences.  Owners describe both problems and delights with their vehicles to assist in product improvements. 

Some clinics measure feature usability, desirability and pricing interest, from current to advanced features.

 Central location test (CLT)

A Central Location Test (CLT) is the Face to face methodology in which respondents are invited to take part in the predefined tasks and tests, respondents may be pre-recruited or can be recruited on spot, the tests are conducted in a suitable place which can be a public hall to a specialized facility. The Central Location Test is used for the studies in which the new product or updated product or stimulus material is to be shown to the respondent in simulated conditions.

CLT offers the specialized advantage over face to face interviewing. The response rates are fairly high and better results in cases of extremely long or difficult to survey. This method allows clients to directly observe interviewing, provide greater confidentiality than other research methods, and will not be impeded by pending legislation that will narrow the ability to recruit respondents.

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