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New Product Research
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.
Additional Resources from Decision Analyst
If you would like more information on New Product Research, please
contact
Jerry W. Thomas
by email or call
1.800.ANALYSIS (262.5974).
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