Now that you have an understanding of the unmet needs and underserved outcomes in the market, you need product concept generation research to find potential product or feature concepts that could address that need.

Internal teams should work to develop whole products or product features to meet these needs. These product and features should then go through product concept screening research for further testing, to determine which concepts have the highest probability of adoption and success. Use qualitative research preliminarily for product concept generation research and product concept screening research. Both in-depth interviews and focus groups are good vehicles for generating new product ideas and concept screening.

Contact us to learn more about new product concept generation research and product concept screening research.