Healthcare
Concept Testing and New Product Development Research
Within the healthcare market, manufacturers’ NPD teams and researchers create new product concepts, which present both opportunities and risks.
In response, ORC International has developed qualitative methodologies designed to provide timely, ongoing market feedback direct from consumers to support vendors’ proposition development and marketing processes. Making use of a range of interviewing techniques, 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 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.
Concept testing and new product development case studies
Leading pharmaceutical manufacturer - new product development
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