New Product Development (NPD) Research

As many as nine out of ten new product launches fail. That is largely because companies fail to go through a ‘stage gate process’ to ensure their new product has a high chance of success before launch.

Thanks to new product research, you can greatly increase your chance of success – whether your product has been created or it’s still in the conceptual stage.

Check out our publication on product development research by clicking the button below.

While ideas are never in short supply, they must be screened to eliminate those with no chance of success. Our ideation sessions are excellent for this.

We are experts at helping you turn your ideas into concepts that can be put in front of potential customers and tested. For example, we encourage you to use photographs, schematics and words to describe the new offers, because the closer the description of the concept to the final product, the better the result.

When using prototypes, we make sure they are tested in realistic conditions. We also ensure the product launch itself is an opportunity to track success and to make corrections, if necessary.

New product research has a high ROI and can significantly increase your chance of success.

While ideas with no future should be eliminated before they waste valuable time and money, we assess all those new products that have potential. We know only too well that new products often start small, eventually growing into a huge market.

Check out our publication on the product development process by clicking the button below.

We are not involved in every stage of new product development. We act as moderators during ideation, testing concepts by allowing the target audience to touch and feel the new product, and using focus groups to discuss the product in depth.

Quantification is used to determine the likely penetration and take-up, while online research can be helpful because it is very easy to show pictures and diagrams of products in different forms. Product trials are critically important. We make sure that the companies chosen are committed to the process and that they have signed a nondisclosure agreement.

Using and testing products in the right way is vital and completing the test within the agreed time slot requires the skills of a good market research company.

The following webinar was recorded during our Go Beyond Webinar Series in June 2015. The webinar discusses 10 ways to identify new product opportunities – from breakthroughs to product enhancements and additions.

Key topics covered include techniques to uncover revolutionary ideas, and establishing success criteria for making go/no go decisions.