Product development
Which of the following questions have not yet been discussed by product development, marketing and the management board as well:
“What are the actual preferences of the customers?”
“What is useful for the customer?”
“What inspires the customer?”
“How does a customer make a purchase decision to buy a certain product?”
“Which requirements does a product have to fulfill in order be considered by a customer, on the basis of which criteria do customers compare the different products of the competitors and what are the added values of the different products?”
“Which new products and product improvements can effectively enhance my company´s success?”
“What product utility do we have to communicate to place the product successfully and sustainably on the market?”
“How can I include the customer in the new product development and product modification early, in order to develop well-directed products and product modifications and thus to avoid useless and expensive failures in the first place?”
“How much are the customers prepaired to pay for my product and what are the primary driving forces of customers willingness to pay?"
“What price-range do I have and how can I use it to full capacity?”
“By which combination of price and product-feature do I achieve the intended target position between maximum of sales and maximum of profits?”
“Which different types of purchase decisions exist in the market (benefit segmentation)?”
“Who are my typical buyers and how can I open up new clientele (mass production, product variants, mass customization, individual production)?”
“How do my products and pricing have to be built in order to successfully beat which competitors? To which extent does which competitor manage that?”
Estimating the future success of new or modified products → aiming at prospective customers in product development and product communication right from the start → how do I achieve that?
We offer various qualitative and quantitative tools: From the conceptual idea by means of qualitative single or group interviews to a detailed product-concept-test, mostly using representative CATI or CAPI surveys. Choice-based methods, as used in conjoint measurements, form the basis of all projection instruments. Various projection models (first choice, logit, randomized first choice) for market-simulation are employed as well. For the deduction from benefit segmentation we chose from a multitude of possible techniques the most appropriate for your particular task (cluster- analyses, reverse clustering, cluster ensemble methods, SoFM, latent class analysis, mapping).
To analyze a product-concept-test and to carry out market-simulations, price- or other sensitivity-analyses on their own, our clients can resort to our special software proSim. Developed particularly for the requirements of international market research studies, our innovative data collection method proVision is most qualified for web-based CATI interviews.
proVision displays the questionnaire to the interviewer and parallel to the respondent on a website. The interviewer retains complete control of the interview, at the same time complex issues or visualisations in phone interviews can be realized with all advantages (lower costs, rapid procedure, most effective control and reduced interviewer-influence).
A close and confiding collaboration between the departments in charge and the market research institute remains the most important element of a successful product concept-test. From the creation of a survey-concept in collaboration with our client up to the analyzation and completion of the study´s results along with our clients (as for instance additional company internal data), including the development of concrete action recommendations.