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New Product Research
Successful new products are essential to a company's growth and survival. We believe "new products" to be one of the most important applications of marketing research,
but one of the most difficult to execute in practice. New products can be concept-driven or product-driven. The implicit
model that underlies the following paragraphs is concept-driven (i.e., concept followed by product), but keep in mind that we can also start with a product and work
"backward" to build a concept and positioning.
Innovation Services
Decision Analyst's Innovation Services builds on new products learning gained through several decades of experience in new product development. Our Innovation
Services team transforms traditional qualitative research into very nontraditional, breakthrough ideation services, based on our worldwide Internet platform. Imaginators®,
our Internet panel of 2,000 exceptionally creative consumers, forms the foundation for our Innovation Services. And because our panelists receive ongoing training
to enhance their natural creativity, Imaginators® is the best creativity panel in the world.
Concept Testing
Concept testing identifies potentially successful new products early on, so that you can focus limited research and development resources (and limited
marketing resources) on the new product concepts with the greatest probability of consumer acceptance.
Decision Analyst offers the following Internet-based concept-testing services:
- ConceptScreen®—an Internet-based screening tool used to evaluate sets or batches of embryonic new product concepts.
The structure of ConceptScreen® allows for the comparison of many different concepts to each other.
- ConceptCheck®—an Internet-based testing system used to "flesh out" and improve individual new product
concepts. It provides diagnostic feedback through verbatim "why" responses on the new product concepts.
- ConceptTest®—our concept-testing system used to determine a new product concept's chances of success in the
marketplace. Our predictive mathematical model calculates an overall SuccessScore® for each concept. This score is then compared to our action standards to determine
if the new product concept warrants further development.
Name Research
Selecting a name for a new product is a step in the decision process. We have several methods to screen and evaluate names, to help ensure that the best name
is selected for the new product. NameScreen® is our Internet-based system used to identify the best names.
Packaging Research
Package graphics and copy are critical marketing variables in many product categories, particularly for nonadvertised or underadvertised brands in
self-serve shopping environments. We use both qualitative and quantitative methods (including the use of tachistoscopes) to help define an optimal package.
Product Testing-Optima®
New product concepts with a high probability of success become the focus of actual product development. The goal is to create and produce a product that
fulfills the promise of the concept. Product testing is an essential step (or series of steps) in the development of a new product. Optima® is Decision
Analyst's Internet-based system to test products and identify how they can be improved.
Conceptor® Volumetric Forecasting
With our simulation models, we can predict year one sales, based on concept-testing scores and product-testing
results—marketing plan inputs and media spending. Different marketing plans and spending levels can be evaluated.
Test Market Evaluation
We tend to favor "real world" testing of new products, in the form of actual store tests and/or actual test markets. We can help you design and evaluate
test market introductions of new products.
Product Clinics
Our automotive research group conducts static clinics, dynamic clinics and 3D projection digital imaging clinics. These clinics range in size from small
single city evaluations in the US to large-scale multi-country clinics. Each clinic is conducted by a dedicated team, led by a senior researcher experienced
in all aspects of conducting clinics. Data is captured using hand-held devices to assure fast delivery of data tabulations. Presentations of clinic results
can be provided within 24 hours of the conclusion of the clinic in-person or via web-based meeting.
New Product Research Services
Decision Analyst is a leading global marketing research and analytical consulting firm, with over 30 years of experience in new products research and consulting.
Our staff has worked on hundreds of successful new products. With our worldwide online panels and interactive systems, targeted innovation processes, and analytical
systems, we can bring transformational change and acceleration of pace to your new product development efforts. For more information on New Product Research, please
contact Jerry W. Thomas by emailing jthomas@decisionanalyst.com or calling 1-800-ANALYSIS
(262-5974) or 1-817-640-6166.
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