Using Product Concept Generation Research To Develop and Refine New Products
With some understanding of unmet needs in the market place, product concept generation research can help with identifying potential product design elements and feature concepts that could address those needs. These design elements and features should then go through product concept screening research for further testing, to determine which concepts (or combination of concepts) have the highest probability of adoption and success.
In-depth interviews and focus groups are very productive for product concept generation and screening research by offering an excellent opportunity to understand decision processes. The rich, varied and expressive results can bring new product ideas to light for your team. Additionally, the flexibility of qualitative research techniques allows for respondent creativity, enhancing potential outcomes.
Now you have a great new product idea, new product concept testing will help you with critical questions like:
- What is the potential market size?
- Will customers pay more for this product than for existing products addressing the same need?
- How strong are the individual component features in terms of meeting customers' needs?
Conjoint, MaxDiff analysis and other techniques allow you to segment the market to identify the high-potential target market. Understanding the value of features and benefits that have the highest appeal to your target market through new product concept testing allows you to craft the most effective marketing communications to facilitate adoption of new products.