Business to Business
Concept Testing and New Product Development Research
In fast moving markets such as the mobile telecommunications industry, the fusion of fashion, technology and media content has created an exponential increase in the number of product concepts generated – challenging manufacturers’ NPD teams and researchers – creating both opportunities and risks.
In response, ORC International has developed qualitative methodologies designed to provide timely, on-going market feedback direct from consumers to support vendors’ proposition development and marketing processes. Making use of focus groups, hall tests, observational studies and consumer clinics, these methodologies provide:
- The ability to pre-qualify a wide range of concepts – thus optimising time available to test the most likely propositions
- The opportunity for vendor personnel to observe and interact with consumers
- Exploration of issues and concepts in-depth preparatory to quantitative validation
Outputs from these qualitative exercises are then tested using a quantitative validation process that also permits assessment of likely market adoption, and profiles key adopter segments.
In addition to concept testing and proposition development, ORC International provides research to support other key processes within the product development lifecycle, such as user interface product testing and ‘follow-up to product launch’ user satisfaction evaluation.
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