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New Product Development: Consumer Research

“Our understanding of nature and its physical laws have culminated in an unprecedented product innovation era characterized by never-before-dreamed-of possibilities fit to empower us on our existential journey aimed at the full unraveling of human potential. The rate of product innovation continues to increase across most all product categories. Consumers are more equipped than ever to assess the value of one product over another to fulfill their needs. Understanding consumer needs, desires, and motivations is more important than ever.”

- Michael Kassab, CEO

 

Take a look at some of ConsumerDNA’s new product development projects.

 

Case Study 1

Food Product Pipeline

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Objective

Fill new product ideas pipeline for a leader in snack foods

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Insights Technique

Sourced food products from 16 foreign markets to determine world’s most innovative snacks; Developed new snack product ideas to fill the pipeline

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Results

Innovative snack ideas: packaging, form, texture, ingredients, and taste

“I’ve long believed that good food, good eating, is all about risk… food, for me, has always been an adventure.”

- Anthony Bourdain

 

Case Study 2

Apparel Wear Test

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Objective

Capture end-user response to new outerwear apparel system; prototype improvement

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Insights Technique

Participants sourced from online customer community; Clothing tested by participants in “actual-use” environment

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Results

User experience data informed improvements to outerwear system features and product communications

“Fashion is in the sky, in the street, fashion has to do with ideas, the way we live, what is happening.”

- Coco Chanel

 

Case Study 3

Retail Product Strategy

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Objective

Brand and merchandising strategy development for design & technology retail store

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Insights Technique

User experience ethnographies (design styles) conducted both in-home and online

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Results

Uncovered 3 crucial segments that informed product mix, pricing, and branding

“To understand the difficulty of predicting the next 100 years, we have to appreciate the difficulty that the people of 1900 had in predicting the world of 2000.”

- Michio Kaku

In-Home Ethnography

In-Home Ethnography

in-home study reveals insights for new marketing opportunities

Marketing Challenge
A major consumer goods company sought to improve the positioning and likely success of a new food product they had developed and planned to launch.

Study Execution
Twenty ethnographic interviews were conducted with men and women who were medium to heavy users of the category. Participants were instructed to shop for and prepare one of their favorite meals. The ConsumerDNA ethnographer observed the entire process and asked probing questions at each stage – shopping, preparation and consumption. The probes centered around consumer needs, motivations, desires and obstacles related to each stage and to the category specifically.

The Results
The study resulted in a mapping of the shopping and consumption process with opportunities noted for brand communications, media, merchandising, product features, product communications, and packaging.

Mobile Smartphone Events Study

Mobile Smartphone Study

mobile surveys at local events assesses consumer reaction to a new product launch

Marketing Challenge
A major household products company conducted consumer demonstration events around the U.S. to introduce their new product. The campaign represented a grass roots effort to build the new product brand – at music festivals, community events, train stations and coffee bars. Management commissioned a study to measure consumer reaction to the product demonstrations “real time” while the events were being held.

Study Execution
Smartphone surveys were completed by consumers who participated in the product demonstrations at over 20 locations. Participants were sent a link activated by texting or a QR code which connected them to a short 12 question survey. Signs offering drawings and gifts were prominently displayed at the demonstration tables.

The Results
Our clients were able to measure the success of their campaign in terms of purchase likelihood as they rolled it our across over 20 markets and adjust their approach to demonstrations as they progressed throughout the 4-month campaign.

Online Multi Media Research

Online Multi Media Research

emerging product category study points the way for marketers

Marketing Challenge
A conglomerate of digital communications companies funded development of a new company and brand they believed would emerge at the forefront of the digital shopping era. The emerging category currently had only two competitors but both were funded by leading companies with successful product suites in adjacent categories.

Study Execution
ConsumerDNA conducted a series of “category studies” designed in modern fashion – as a path to purchase framework from time of information gathering, assessing options through to purchase and usage. The online methodology supported showing video of ads and product concepts as well as showing new logo options.

The Results
The results of these studies provided the basis for a consumer needs driven marketing strategy from further definition of the opportunity, to product development and branding strategy to media selection and communications.

Online Research

Online Research

product innovation study shows promise of new ingredient in creating new line of products

Marketing Challenge
A manufacturer sought to develop a new product line of under its current brand by incorporating a significant new ingredient. The new ingredient had substantial brand equity of its own which presented a unique opportunity and insights challenge.

Study Execution
Eight hundred online interviews were conducted among users of the product category. A two-stage insights framework was used in which we first assessed awareness, liking and usage of the new ingredient – in adjacent categories. This first stage was followed by a concept test of the ingredient added in test category of products. The second stage was done with a split cell – half branded with our client and half unbranded.

The Results
The results enabled our client to size the opportunity based on the number likely to buy and to determine which of its products would succeed most with the added ingredient. It also revealed the perceived benefits and best messaging to use going forward as well as the price premium it could support.