Topic overview

New product research

New product research

New product research helps you refine product design and features before committing yourself to expensive product development costs. Regular product testing and market research can drive innovation over time, keeping you one step ahead of the competition.

Product testing is not just about behind-the-scenes R&D. It's about making sure your product is developed in a way that meets the needs of your customers.

Done well, product research lets you understand what customers really want, allowing you to tailor your product offering to meet demand and giving you a real competitive edge.

Why you need to carry out product research

Product research is a vital part of new product development. At every stage of the process, research can help you identify key issues and avoid expensive mistakes.

Initial product research can be used to evaluate new ideas. Testing a concept can help you discard unpromising ideas, allowing you to concentrate your time and money on products with the best chance of achieving commercial success.

It's also well worth creating a "minimum viable product" (MVP), a simple version that you can use to get customer feedback at the earliest possible stage.

As the new product development process continues, market research helps you identify the key factors that matter to customers - showing you what to focus on. Product research can inform other aspects of marketing. For example, it can help you assess how much customers might be willing to pay for new product features.

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Research can also be used to test other aspects of product design, such as product packaging or names.

In the retail sector, product research can be invaluable. The findings can help convince retailers to stock your product and also present information on the best ways to display and promote a product to maximise sales. It's worth talking to retailers at an early stage of development, as their experience and knowledge can be invaluable.

Early-stage research and testing

Concept testing for new products can be very challenging. Questionnaires and focus groups are good options, but they can be misleading - the way people react to new products in theory can be very different from the reality. Customers may say they like a new idea, but in reality, they may be reluctant to switch from a competitor.

There are many other ways to test a product. Try doing a Google search for products and services like yours to ascertain the level of demand. You can also find out what customers think about existing products by reading reviews and comments online. This often highlights common complaints and problems that your new product could solve.

Product research using actual product samples or prototypes is a good idea. For example, the classic 'taste test' can be used to assess how customers compare the performance of different products.

Some companies involve customers in early-stage product testing to see how they respond. But remember that real outcomes once a product has been launched may still depend on factors such as how the product is marketed and how your competitors respond.

Test marketing and soft launches

Test marketing - actually selling the product - produces more definitive results, but is an expensive form of product research and can only be used after substantial investment in product development.

Test marketing can be a very useful way of trialling products in new markets to assess likely sales or identify what modifications are needed.

You can also do a "soft" launch online by building a simple landing page and running a pay-per-click campaign to test demand. Explain to enquirers that you are about to launch and make sure you keep in touch with them.

After your product goes to market

Once a product has been launched, product research often focuses on customer satisfaction. Together with research into competing products, product research like this can help you refine the marketing of existing products and inspire ideas for product improvements.

Both test marketing and full product release can usefully be accompanied by follow-up product research. Purchaser surveys (for example, asking consumers what they liked and disliked about the product) are a straightforward option.

Product research that tracks actual purchaser behaviour (for example, whether customers make repeat purchases) provides concrete evidence of customer satisfaction levels.

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