New Product Development

  • The word ‘new’ is one of the most powerful in the marketing vocabulary. We are attuned to progress and ‘new’ often means ‘better’ or ‘faster and cheaper’. However, as many as nine out of ten new product launches fail. This is mainly due to lack of a ‘stage gate process’, which ensures the product is likely to succeed before it is launched. From idea creation and concept testing, to product testing research, Insight Survey will add value to your research process.

Insight Survey uses market research for new product development (NDP) to minimise the risk of failure of new product launches. We offer effective product market research for – new products and existing products.

With the excitement of new product development, we believe it’s fundamental to look after your existing products – that’s why we adopt a flexible approach to make existing products perform and sell better.

You need information to support difficult product development decisions. Insight Survey is ready to help; we have the expertise needed to turn consumer feedback into useful insights.

With product development research; you can increase your chances of success exponentially whether your product is physical or conceptual. Ideas are never in short supply but they must be screened to eliminate those with no chance of success.

Important product development research (NDP) considerations among potential customers:

  • We can test concept by using schematics, photographs and words to describe the new offers.
  • If you have a more final concept, we let the target audience experience the new product concept.
  • When using prototypes, we ensure they are tested in realistic conditions.
  • Product trials are critically important, we ensure the companies chosen are committed to the process.

Based on our experience, we usually conduct Online Surveys or Telephonic Surveys with customers using our in-house telephonic survey unit. However, depending on the target market and your needs, we conduct Personal In-depth Interviews or Focus Groups Discussions with B2B customers.

Quantification is used to determine the likely penetration and take-up of the new product. Online Surveys are often used because it is so easy to show pictures and diagrams of products in different forms.

For more about our research process, click here.

New Product Launch Performance Analysis

  • Trial and Repeat analysis is critical in monitoring the development of a new product or line extension. The analysis breaks down the key drivers of new product volume, trial and repeat, providing direction in evaluating performance and determining new strategies.

A survey amongst triers and repeaters, triers and rejecters, and non-triers provides insights into key motivators and perceptions surrounding the new product. The result is a clear understanding of trial and repeat purchase behaviour, and the motivators and barriers affecting this behaviour.

Example of questions we help you to answer:

  • Is my new brand meeting trial objectives?
  • When is my trial starting to slow?
  • Why are customers not repurchasing my product?
  • Is one size or configuration more successful at attracting trial?
  • How is my repeat business developing?
  • What is the long-term potential for this brand?
  • How is this product consumed by triers versus repeaters?

Our B2B Market Research Services

Our B2B market research services can help your company make smarter business decisions by identifying key data and intelligence based on your specific needs.

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