Imagine walking into a store and being immediately drawn to a product because of its vibrant colours, the sound it makes, or even its unique texture. This is no accident; it results from meticulous sensory research, a process brands use to design products that meet and exceed consumer expectations on every sensory level.

What is Sensory Research?

Sensory research is a specialised area of market research that focuses on how consumers perceive products through their senses—sight, sound, smell, taste, and touch. By understanding these sensory inputs, brands can tailor their products to deliver experiences that are satisfying and deeply engaging. This type of research delves into the subconscious preferences of consumers, which are often overlooked in traditional surveys but are crucial in shaping consumer behaviour and product choices.

The Impact of Sensory Engagement

The role of sensory engagement in enhancing consumer experience cannot be overstated. Sensory attributes can make a product feel more luxurious, taste more appealing, or even seem more effective. 

For instance, the crisp sound of a soda can opening can enhance the consumer’s anticipation and perception of freshness. Meanwhile, the smooth feel of a luxury fabric can enhance perceptions of quality and sophistication.

These elements create a holistic experience that significantly affects customer satisfaction and loyalty.

The Science Behind Sensory Research

Understanding how consumers interact with products through their senses is a foundational aspect of sensory research. The five senses—sight, sound, smell, taste, and touch—are critical in forming our perceptions and can profoundly influence buying decisions.

The Role of the Five Senses in Consumer Perception

Sight: Visual elements like colour, shape, and packaging design are often the first point of interaction between a product and a consumer. Bright colours might attract attention, while sleek designs convey luxury or simplicity.

Sound: The sounds associated with a product can evoke different emotions and associations. The crunch of a crisp snack, the thud of a car door, or the soft close of a high-end makeup compact can all signal quality and influence consumer perception of value.

Smell: Scents can trigger memories and emotions more directly than any other sense. The smell of a new car or a freshly opened electronic device can create a sense of novelty and quality, while the aroma of food can be directly linked to its perceived taste and freshness.

Taste: Crucial in food and beverage, taste can determine a product’s success. However, it’s not just about flavour; it’s also about how the experience of tasting something meets or exceeds expectations created by other sensory cues.

Touch: The texture and weight of a product contribute to its perceived quality. A smooth, heavy pen might feel more reliable and luxurious, whereas a lightweight plastic might feel cheap or disposable.

Integration of Sensory Research into Market Research

Sensory research is not standalone; it integrates deeply with other facets of market research to provide a comprehensive understanding of consumer behaviour. Traditional market research might analyze trends and consumer feedback, while sensory research provides the why behind the what. It offers insights into the subconscious preferences that drive decision-making processes, which are not easily captured through standard data collection methods like surveys or focus groups.

Psychological Impact of Sensory Triggers

Sensory triggers play a significant role in shaping consumer behaviours and preferences, often at a subconscious level. For example, tactile feedback from high-quality material can make consumers feel more secure about their purchase. 

Sensory cues can also create or reinforce brand recognition; a unique sound logo (like Intel’s iconic chime) or a distinctive fragrance (like new Apple products) can make brand experiences more memorable.

These sensory experiences can trigger emotional responses that boost brand loyalty and consumer satisfaction. Marketers can manipulate these triggers to craft compelling brand stories and product experiences. The psychological impact is profound, influencing not just the immediate acceptance of a product but its long-term success in the market.

Understanding and leveraging these sensory elements allows companies to fine-tune their products to meet consumer expectations better and build a more engaging brand experience. 

Sensory Research Methodologies

To effectively tap into the consumer’s sensory experience, researchers employ various methodologies ranging from direct consumer feedback to advanced neuroscientific techniques. These methods help uncover what consumers prefer and why they prefer it, offering invaluable insights into product development.

Overview of Common Techniques in Sensory Research

Sensory research techniques are diverse, each offering unique insights into how sensory attributes impact consumer perception and behaviour:

  • Sensory Panels: Specialised groups of trained individuals assess products to identify and measure sensory properties. These panels can provide detailed feedback on taste, smell, texture, and appearance.
  • Consumer Tests: Less controlled than sensory panels, these tests involve typical consumers providing feedback on products in real or simulated environments. This approach offers data on how products perform under normal usage conditions.
  • Neuroscientific Methods: Techniques such as electroencephalography (EEG) and functional magnetic resonance imaging (fMRI) measure brain activity in response to sensory stimuli, providing a deeper understanding of the unconscious consumer responses.
  • Biometric Monitoring: Tools that measure physiological responses, such as heart rate, skin conductivity, and eye movement, to understand how consumers physically react to sensory experiences.

Sensory Panels and Consumer Tests

Sensory panels are highly controlled and involve trained experts who can detect and measure subtle product sensory differences. These panels are crucial when precise sensory data is needed. Consumer tests, on the other hand, are more about gauging real-world reactions from average consumers. These tests can include home usage tests where consumers use the product in their everyday environment, providing authenticity to their feedback.

Neuroscientific Methods like EEG and fMRI

Neuroscientific methods offer a window into the consumer’s brain, revealing how they react to sensory stimuli on a level they might not be consciously aware of. EEG is particularly useful for tracking real-time responses to sensory stimuli, while fMRI can show which brain areas are activated by specific sensory experiences. These methods can reveal the emotional and cognitive impacts of sensory experiences, helping brands understand how their products can better align with consumer expectations and desires.

Using Eye-Tracking to Improve Packaging Design

Eye-tracking studies have revealed that consumers often miss critical information on the package because their eyes are naturally drawn to less relevant areas. So, a retail brand can use eye-tracking technology to redesign its product packaging. By analyzing these visual pathways, brands can redesign their packaging to highlight essential product benefits and features, leading to increased consumer attention and improved sales.

Qualitative Senory Research vs. Quantitative Approaches

Sensory research methodologies can be broadly categorised into qualitative and quantitative approaches. 

Qualitative sensory research methods, such as focus groups and in-depth interviews, provide rich, detailed data about consumer experiences and perceptions. These are useful for exploring new ideas or getting detailed reactions to products. 

Quantitative sensory research methods, such as surveys and statistical tests, provide measurable and often generalisable data that can be used to make broader market predictions.

Both types of research are essential in sensory studies; qualitative methods provide the depth of understanding needed to generate hypotheses about consumer behaviour, while quantitative methods test these hypotheses across larger groups to validate findings. Effective sensory research combines both approaches to provide a comprehensive picture of consumer sensory preferences and behaviours.

Real-Life Applications in Various Industries

Sensory research has found practical and innovative applications across multiple industries, from food and beverages to cosmetics and technology. Each sector utilises sensory insights to enhance product design and consumer experience, demonstrating the versatility and impact of this research.

Food and Beverage

Case Study: Innovating Plant-Based Creamers through Sensory Research

Objective: We conducted a study for a leading brand to explore consumer sensory expectations for plant-based creamers and develop a product that diverges from traditional dairy-based profiles.

Methodology: The study utilised a neuro-sensory science approach, combining traditional sensory metrics with emotional and behavioural assessments. 

Techniques used: Group Projective Mapping, Online Consumer Behavioral Quant, and Descriptive Sensory Analysis.

Findings: Emotional outcomes significantly influence consumer choices, suggesting that successful products must align sensory profiles with desired emotional responses. Several prototypes were tested, with varying degrees of emotional and sensory appeal.

Impact: The research informed a product roadmap emphasising emotional and sensory attributes, guiding the development of a creamer that meets evolving consumer preferences in the plant-based category.

Case Study: Streamlining Sauce Selection for Market Distinction

Client: A leading food manufacturer

Challenge:

The client faced a saturated market with a portfolio of sauces that lacked distinct identities, causing consumer confusion and reduced brand loyalty. With many products perceived as too similar to competitors’ offerings, the company sought to refine its sauce lineup to strengthen market presence and consumer preference.

Objective:

The primary goal was to streamline the sauce assortment to ensure clear differentiation from competitors and to optimise the product line by eliminating underperforming or redundant sauces.

Our Approach:

We helped the brand achieve these objectives using a strategic market analysis approach. The collaboration aimed to dissect consumer perceptions and preferences to inform the decision-making process regarding which sauces to retain, reformulate, or retire.

We used sensory analysis to assess each sauce’s flavor profiles, texture, and aroma, comparing them against market competitors.

We integrated findings from consumer insights, sensory evaluations, and competitive analysis to understand the market and consumer expectations comprehensively.

Results:

The research identified key distinctions in the client’s sauces that were most valued by consumers, which helped make informed decisions about the portfolio. It was determined that:

  • Some sauces had unique flavours or ingredients that resonated well with target demographics and should be emphasised in marketing efforts.
  • Other sauces lacked distinctiveness and were candidates for either reformulation or discontinuation to avoid market overlap and consumer confusion.

Based on our analysis and recommendations:

  • The client successfully retired several overlapping products, reducing production costs and focusing marketing efforts.
  • The streamlined sauce portfolio now features clearer differentiation, with each product having a distinct place and appeal in the market.
  • This reorganisation has led to a more focused brand image, improved shelf presence, and increased consumer engagement.

Cosmetics and Personal Care

Case Study: L’Oréal’s Sensory Evaluation for Skincare Product Texture and Scent

L’Oréal extensively uses sensory evaluation to ensure their skincare products meet consumer expectations regarding texture and scent. By engaging sensory panels and consumer tests, L’Oréal gathers data that informs their product formulations—ranging from lightweight, non-greasy moisturisers to rich, aromatic creams. This research ensures that products perform well and provide a pleasurable user experience that can foster brand loyalty.

The Role of Touch and Smell in Product Loyalty and Perception

In cosmetics and personal care, the touch and smell of products are often as important as their efficacy. Products with luxurious and pleasant scents are more likely perceived as effective and desirable. This sensory appeal can increase consumer loyalty as users associate positively with the product’s sensory characteristics.

Technology and Consumer Electronics

For consumer electronics, sensory research plays a critical role in developing user interfaces that are functional and enjoyable to use. Electronics brands employ sensory research to optimise the tactile feedback on smartphone touchscreens and the auditory responses from virtual assistants. This research ensures that interactions with devices are satisfying and that they mimic real-world interactions, which can enhance the overall user experience.

Apple is renowned for its innovative use of sensory feedback in product design, particularly through haptic and audio cues. The tactile feedback from Apple devices, like the subtle vibration when a finger touches the iPhone screen or the click sound from the MacBook trackpad, is carefully designed to enhance user satisfaction and usability. These features make the user experience more intuitive and engaging, significantly contributing to the brand’s reputation for quality and innovation.

Challenges and Ethical Considerations

While sensory research is a powerful tool for enhancing product appeal and consumer satisfaction, it also presents several challenges and ethical considerations. These aspects are crucial for companies to address to maintain trust and integrity in the market.

Ethical Considerations in Sensory Manipulation

Sensory manipulation involves tailoring product sensory attributes to influence consumer behaviour and perception. While this can enhance user experience, it raises ethical questions regarding transparency. 

For instance, adding excessive sugar or flavour enhancers to food can make products more appealing but may mislead consumers about the product’s health benefits. Brands must balance enhancing sensory attributes and ensuring they do not deceive consumers or exploit sensory biases, especially in vulnerable groups like children.

Challenges in Maintaining Product Authenticity

Maintaining product authenticity while incorporating sensory enhancements is a significant challenge. 

For traditional brands, changing the sensory profile of a product to make it more contemporary or appealing must be done carefully to avoid alienating existing customers who expect a certain sensory experience. 

For example, altering the taste and texture of a classic snack could backfire if loyal customers feel the original ‘authentic’ experience has been compromised. Brands must manage innovation in their product lines while keeping the core sensory attributes that define their identity intact.

Balancing Sensory Enhancements with Consumer Expectations and Cultural Variations

Consumer expectations and cultural variations play a significant role in how sensory enhancements are perceived. What works in one cultural context may not be acceptable in another. 

For instance, the level of sweetness preferred in soft drinks varies significantly between regions in the U.S. and Asia. Sensory research must be localised to account for these differences, ensuring products are tailored to meet global markets’ diverse tastes and preferences.

The classic example is seen in fast-food franchises, like McDonald’s, KFC, Subway, and others, that create new modified menu items to appeal to varying tastes and cultural preferences in different countries. 

Based on regional preferences, successful global brands often modify their products’ sensory attributes, such as taste, texture, color, and packaging. For example, snack companies may alter the level of spiciness or sweetness of their products to cater to local tastes. Similarly, beauty brands adjust the scents and textures of their products to appeal to different cultural standards of what is considered pleasant or effective.

These adaptations require a deep understanding of local consumer behaviour, often gathered through the extensive market and sensory research. This localised approach ensures that the product resonates with the target market, enhancing consumer satisfaction and brand loyalty.

Sensory preferences can evolve, and brands must adapt their products continually. This adaptation must be carefully managed to align with consumer expectations, which can sometimes be a moving target. Failing to do so can lead to products that feel out of touch or insensitive to consumer needs.

Addressing these challenges requires a thoughtful approach to sensory research and product development. Brands must be vigilant about the ethical implications of their research and remain committed to authenticity and cultural sensitivity. By doing so, they can use sensory enhancements to improve consumer experiences and build and maintain trust and loyalty in a competitive marketplace.

Case Study: Coca-Cola’s Global Sensory Adaptation Strategies

Coca-Cola is a great example of a brand that has mastered sensory adaptation. It is sold in all countries around the world, with the exception of Cuba and North Korea. The company customises its products based on local preferences and tastes, making sure that its beverages are equally appealing and enjoyable in every country.

Flavour Variations: Coca-Cola introduces flavour variations that align with local palates. 

For instance, in Japan, Coca-Cola has launched unique flavours like “Peach Coca-Cola” and “Coca-Cola Frozen Lemon,” which cater to Japanese consumers’ preference for seasonal and regional flavour profiles. These products satisfy local tastes and stir interest and excitement due to their novelty.

Image Credit: Business Insider

Sweetness Levels: The sweetness level of Coca-Cola products often varies from country to country. In regions that prefer less sugary drinks, such as in Europe, Coca-Cola provides less sweet options than those offered in markets like the U.S., where higher sweetness levels are generally more acceptable.

Packaging and Marketing: Using sensory research, Coca-Cola’s packaging and marketing strategies have also been adapted. The company uses colours, designs, and marketing messages that resonate with local cultures and preferences, enhancing the sensory appeal of the product and making it more relatable.

Image Credit: DIA Brand Consultants

Cultural Events and Campaigns: Coca-Cola cleverly integrates local cultural elements into its campaigns, creating a sensory bond with consumers. For example, during the Lunar New Year, Asian Coca-Cola packages might feature festive red and gold colours and zodiac animals to resonate with the region’s celebratory mood and aesthetic preferences.

Image Credit: Marketech APAC

Image Credit: Marketing Asia Magazine

Coca-Cola’s strategies highlight the importance of sensory adaptation in maintaining a strong global presence. By continuously engaging in sensory research and adapting its products accordingly, Coca-Cola sustains its widespread popularity and fosters a deeper connection with consumers across different cultures.

Future Trends and Innovations in Sensory Research

As technology advances, sensory research is poised to become even more integral to product development, with new tools and techniques emerging that allow deeper insights into consumer behavior and preferences. 

Here’s a look at some key future trends in this exciting field.

Virtual Reality (VR) and Augmented Reality (AR): These technologies revolutionise sensory research by simulating real-world environments and product interactions without physical prototypes. VR and AR can mimic a product’s look, feel, and smell, allowing consumers to provide feedback in a controlled yet immersive setting. This is particularly useful in the automotive and real estate industries, where consumers can experience a product or space before it physically exists.

Artificial Intelligence (AI): AI is transforming sensory research by analyzing large sets of sensory data more efficiently and accurately than ever before. Machine learning algorithms can predict consumer preferences and trends by identifying patterns in sensory feedback data. This technology enables brands to quickly adapt their products based on real-time consumer insights, streamlining the development process and enhancing customisation.

Predicting and Adapting to Changing Consumer Sensory Preferences

The ability to anticipate and respond to shifts in consumer sensory preferences is crucial for staying relevant in fast-paced markets. Advanced analytics and big data enable companies to track changes in consumer behaviour and predict future trends. For example, sensory data can be integrated with demographic and psychographic information to anticipate regional shifts in taste or texture preferences in foods. This proactive approach allows brands to innovate confidently, ensuring their products meet the market’s evolving needs.

The Growing Importance of Multi-Sensory Experiences in a Digital World

As consumers increasingly engage with brands online, creating impactful multi-sensory experiences is a challenge many brands eagerly address. Multi-sensory digital experiences involve integrating sensory cues into digital platforms. For instance, adding haptic feedback to mobile apps to simulate physical sensations or using scent diffusers that can be activated at specific moments during a virtual reality experience. These enhancements make digital interactions more tangible and memorable, bridging the gap between online and offline experiences.

And as consumers become more accustomed to integrated sensory experiences, they begin to expect a higher level of interaction from all digital or physical products. This shift pushes brands to think creatively about engaging all the senses in product design and marketing, ensuring every consumer interaction is as enriching and engaging as possible.

These trends underline the dynamic nature of sensory research and its growing importance in product development. As we look to the future, it’s clear that the brands that can best leverage these innovations in sensory technology will be well-positioned to lead in their respective industries, delivering products that delight and captivate consumers on every sensory level.

The Future of Sensory Research

Integrating sensory research throughout the product development process helps ensure that new products are functional and deliver a sensory experience that appeals to consumers. This integration can lead to higher satisfaction, increased loyalty, and a stronger market position.

The future of sensory research is vibrant and filled with potential. As technology evolves, so will the methods and applications of sensory studies, enabling brands to create even more engaging and personalised consumer experiences. The ongoing innovation in sensory research tools will likely open new avenues for product personalisation and consumer interaction, setting new standards for consumer satisfaction.

A tech company buzzes with anticipation over a groundbreaking product idea promising to redefine its market. Behind the scenes, excitement unites teams across departments, from engineering drafting the first blueprints to marketing strategising the big reveal. There’s a palpable energy as developers discuss potential features, designers brainstorm aesthetics, and sales teams forecast demand. 

Nothing energises organisations more than launching a new product. This exciting phase boosts team morale and shareholder confidence and sharpens the competitive edge of brands, setting them apart in a crowded marketplace. 

However, this initial euphoria can be short-lived as the journey from concept to market often encounters hurdles, like products losing focus, teams grappling with burnout, and innovations arriving too late.

So, why do products often miss the mark?

Here are some common pitfalls of New Product Development:

  • Lack of Product Uniqueness: A product might lack the distinctiveness to stand out without exploring a comprehensive range of solutions. This risk magnifies when an organisation rushes to lock down a concept without considering various perspectives or potential market shifts.
  • Shifting Market Realities: A common pitfall is failing to account for market changes or making assumptions about distribution channels. This can lead to a project that starts with a simple concept but ends up burdened with unnecessary features, prolonging development and leading the product astray from its original mission. For instance, a start-up in the sustainable energy sector might begin designing a basic solar panel solution but end up integrating smart technology features that delay the project and dilute its core value proposition.
  • Technical Hurdles Overlooked: Overestimating a company’s technical prowess or underestimating the project’s complexity can lead to significant delays. A tech firm developing an advanced AI-driven analytics platform might be stalled by unforeseen technical challenges, lacking the necessary expertise or innovations to proceed as planned.
  • Function Misalignment: Discrepancies between different departments’ expectations and capabilities can derail a product’s development. An example is a company designing a revolutionary health tracker that requires cutting-edge manufacturing techniques, which the company’s factories cannot produce at scale or within cost targets.
  • Underestimating User Experience Design: Failing to prioritise user experience design can result in a product that’s technically sound but difficult or unpleasant to use. Consider a software company developing a powerful new project management tool that is too complex for the average user, leading to low adoption rates despite its advanced features.
  • Neglecting Regulatory Compliance: Overlooking the regulatory requirements specific to the industry can cause significant setbacks or even halt a product launch. A pharmaceutical company developing a new drug might encounter delays if it fails to align its development process with stringent regulatory standards.

Countless new products go nowhere, and all have one root cause: inadequate Market Research. 

Launching a product without understanding the target market’s needs and preferences can lead to misaligned product features. For instance, a food and beverage company might launch a new energy drink without realising its target demographic prefers natural ingredients over synthetic supplements, resulting in poor sales.

While no strategy can eliminate product development uncertainties, thorough planning, grounded in comprehensive market research and cross-functional collaboration, can navigate these complexities more effectively. 

Market Research: The Compass of New Product Development

So, amid this whirlwind of new product development activity, one tool ready to guide the brand’s efforts toward success is undoubtedly market research —the unsung hero poised to turn their vision into a market-ready reality.

Market research provides a foundation for decision-making that can mean the difference between a product’s success and failure. It offers insights into what consumers truly want, not just what a company thinks they need. This intelligence informs product design, positioning, and marketing strategies to introduce the product to the market. 

It also identifies the size of the opportunity, helping to forecast demand and potential revenue, thereby shaping investment decisions and prioritising features based on what will deliver the most value to the target audience.

Consider the development of the first smartwatches. Early entries into the market focused primarily on technology enthusiasts, offering features like message notifications, app integrations, and Bluetooth connectivity. 

However, market research conducted by a leading technology company revealed a broader potential audience: the health-conscious consumer.

This insight led to a pivotal shift in product development strategies. The next generation of smartwatches incorporated advanced health monitoring features such as heart rate sensors, sleep trackers, and even electrocardiogram (EKG) capabilities. 

The result? 

A product that resonated deeply with consumers, transcending its original tech-savvy base to reach a broader audience that valued health and wellness. This expanded market appeal led to increased sales, higher market penetration, and the establishment of the smartwatch as a must-have accessory for the health-conscious individual.

When brands understand the consumer’s voice, they can tailor their innovations to meet real, sometimes unarticulated, needs. 

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The Scope of Market Research throughout the product lifecycle

Market research permeates every facet of the product development process, from the initial conception of an idea to its launch and market entry. 

New product development cycle

Critical components of market research in this context include:

  • Market Analysis: Understanding the market size, growth, and trends to identify opportunities and challenges.
  • Customer Insights: Gathering data on customer demographics, preferences, needs, and buying behaviours to tailor the product accordingly.
  • Competitive Intelligence: Analysing the competitors’ strengths, weaknesses, market positions, and strategies to identify differentiators and market gaps.
  • Concept Testing: Evaluating consumer responses to the product concept to validate its appeal and refine its features.
  • Pricing Strategy: Assessing the market to set a competitive price that aligns with customer expectations and value perceptions.
  • Distribution Channels: Identifying the most effective ways to reach the target market, considering both traditional and digital channels.
  • Promotional Strategy: Developing marketing strategies based on insights into customer preferences and behaviours.

Types of Market Research Methodologies Used in New Product Development. 

Quantitative and Qualitative Research are two primary market research methodologies in informing new product development. These approaches, distinct in their methods and insights, work in tandem to provide a comprehensive understanding of the market, consumer preferences, and potential product impact.

Quantitative Research is characterised by its ability to gather data that can be quantified and subjected to statistical analysis. 

This type of research excels in answering “how many?” and “how much?” questions, providing hard numbers that can inform decisions on market size, consumer demographics, and measurable customer behaviours. 

Surveys with closed-ended questions, structured interviews, and secondary data analysis are common methods used to collect quantitative data. The strength of quantitative research lies in its objectivity and the ability to generalise findings across larger populations, making it invaluable for assessing market potential and forecasting demand.

Qualitative Research, on the other hand, delves into the “why” and “how” behind consumer choices and behaviours. It seeks to understand motivations, attitudes, and feelings through in-depth interviews, focus groups, and observation. This type of research is interpretive, providing rich insights into consumer needs, experiences, and preferences that might not be evident through numbers alone. 

Qualitative research shines in exploring new concepts, testing product ideas, and uncovering underlying consumer sentiments that can shape product development and positioning.

The role of market research in segmenting customers

Market research helps in identifying various bases for segmenting a market, such as demographics (age, gender, income level), psychographics (lifestyle, values, attitudes), geographic locations, and behaviour (purchase habits, usage rates). Companies can uncover patterns and trends that inform how the market can be segmented by analysing data collected through surveys, focus groups, and other research methods.

For example, a company launching a new fitness app might use market research to discover that its primary audience segments include busy professionals looking for quick workouts, fitness enthusiasts seeking advanced training programs, and beginners needing guidance and motivation. Each of these segments has distinct needs, preferences, and pain points, guiding the app’s feature set, user experience design, and marketing messages.

The role of market research in identifying potential customers

Market research helps not only segment the market but also identify the potential customers within those segments. It provides insights into the characteristics of consumers most likely to purchase the product, their decision-making processes, and the channels through which they can be reached most effectively. 

For instance, knowing that busy professionals value efficiency and flexibility, the fitness app company might highlight features such as short, customisable workouts and on-the-go accessibility in its marketing efforts targeting this segment.

The role of market research in analysing the competition

Market research aids in the identification of direct and indirect competitors, providing a clear picture of the market ecosystem. It involves collecting data on competitors’ product offerings, pricing strategies, distribution channels, marketing tactics, and customer service practices. This information can be gathered through various means, including public records, customer surveys, competitor websites, and social media analysis.

Beyond identifying competitors, market research delves into their performance and strategies. It evaluates their market share, growth trajectories, and the factors driving their success or failure. This analysis helps uncover gaps in the market that the new product can fill, identify areas where competitors are underperforming, and spot emerging trends that could affect competitive dynamics.

Equipped with a thorough understanding of the competitive landscape, companies can strategically position their product to capitalise on market opportunities. Market research informs the development of a unique value proposition (UVP) that differentiates the product from competitors. This differentiation could be based on features, quality, price, customer service, or any combination of factors that resonate with the target audience.

For example, if market research reveals that consumers are dissatisfied with the complexity and user-unfriendliness of existing products in a category, a company could position its new offering as a simpler, more intuitive solution. This positioning directly addresses a gap in the market, appealing to consumers seeking an alternative to the status quo.

How insights from Market Research can inform product differentiation and positioning strategies

Informing Product Differentiation:

Insights from market research pinpoint the areas most valued by consumers and those underserved by current market offerings. For example, suppose research indicates that customers in a particular market seek more environmentally friendly options in a product category dominated by less sustainable choices. In that case, a company can focus on developing a product that uses sustainable materials or practices, addressing a specific consumer need, and differentiating its product from competitors.

Guiding Positioning Strategies:

Market research insights help identify the most compelling way to position a product by understanding the target audience’s values, needs, and perceptions. This can involve emphasising specific product attributes, benefits, or values that align with the target market’s desires or gaps in the category. For example, if market research reveals a gap in the market for a tech product that combines high performance with user-friendly design for non-tech-savvy users, a company can position its product as the ideal solution for this unmet need, leveraging simplicity and ease of use as key selling points.

Enhancing Competitive Strategy:

Insights from competitive analysis clearly show competitors’ positions and how consumers perceive them. This knowledge allows brands to identify areas of opportunity for differentiation and to develop strategies that leverage their strengths against competitors’ weaknesses. It can also inform decisions on whether to adopt a head-to-head positioning against direct competitors or to find a niche market where the company can dominate.

Tailoring Marketing Communications:

With insights into consumer preferences and competitive positioning, companies can craft targeted marketing messages highlighting their product’s unique benefits and features. This ensures that communications resonate with the intended audience and clearly articulate the product’s unique value proposition, setting it apart from competitors.

How does market research help identify potential risks and challenges in the market?

Market research plays a crucial role in risk mitigation by identifying potential risks and challenges that could impact a new product’s success in the market.

Identifying Market Risks:

Market research helps identify a broad range of risks, including shifts in consumer behaviour, emerging competitive threats, regulatory changes, and technological advancements. By keeping a pulse on the market, brands can anticipate changes that might affect the demand for their product or its competitive position. For example, a detailed analysis of market trends might reveal consumers’ growing preference for sustainable products, indicating a risk for products that do not align with environmental values.

Understanding Consumer Sentiments:

Through surveys, social media listening, and other feedback mechanisms, market research gauges consumer sentiments and identifies potential backlash or negative perceptions of a product or brand. This early warning system allows companies to adjust their strategies, messaging, or product features to better align with consumer expectations and avoid potential reputational damage.

Evaluating Competitive Dynamics:

Competitive analysis, a key component of market research, sheds light on the strategies and performance of competitors, helping companies identify risks related to competitive actions. Understanding the competition enables brands to foresee potential market entries by competitors, changes in competitive pricing strategies, or the introduction of substitute products, allowing them to prepare defensive or counter-strategies.

Assessing Regulatory and Compliance Risks:

Market research also plays a vital role in identifying regulatory changes and compliance requirements that could threaten the product’s market entry or expansion. By staying informed about the regulatory environment, companies can ensure their products comply with relevant laws and standards, avoiding costly legal issues and delays.

Testing Market Assumptions:

Concept testing and other research methodologies challenge and validate the assumptions underpinning a product’s development. This critical evaluation can reveal flaws in the product concept, unrealistic market expectations, or misalignments with consumer needs, allowing companies to address these issues before they escalate into more significant risks.

Forecasting Demand and Financial Risks:

Market research helps accurately forecast demand for a new product, a crucial factor in financial planning and risk management. Overestimation of demand can lead to overproduction, excess inventory, and financial strain, while underestimation can result in missed opportunities and an inability to meet market demand. Companies can mitigate financial risks and optimise their supply chain and production strategies through precise demand forecasting.

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The role of market research in scenario planning and contingency strategies

Market research is integral to scenario planning and the development of contingency strategies, equipping brands with the foresight and flexibility to navigate future uncertainties and changes in the market landscape. This strategic approach allows organisations to prepare for multiple potential futures, ensuring they can respond swiftly and effectively to various challenges and opportunities that may arise.

Scenario Planning

Scenario planning involves creating detailed narratives about the future based on different assumptions about how current trends, uncertainties, and driving forces could evolve. 

Market research provides the empirical foundation for these narratives by offering insights into current market conditions, consumer trends, technological advancements, regulatory environments, and competitive landscapes. By analysing this data, companies can identify critical variables that might impact their business and construct a range of plausible future scenarios.

For instance, market research might reveal an emerging trend toward eco-conscious consumer behaviours, prompting a company to develop scenarios ranging from mild increases in demand for sustainable products to significant shifts in consumer purchasing patterns favouring green products exclusively. These scenarios enable the company to plan for product innovations, marketing strategies, and supply chain adjustments that align with varying degrees of market demand for sustainability.

Contingency Strategies

Contingency strategies are plans developed to address specific risks or opportunities that might emerge in the future. Market research plays a crucial role in identifying these potential risks and opportunities, allowing companies to devise informed strategies that mitigate threats and capitalise on emerging trends. This process involves understanding the current market, forecasting changes, and assessing their potential impact on the company’s operations, products, and financial health.

Market research can, for example, help a company anticipate potential regulatory changes affecting its industry. Suppose research indicates a likely increase in regulatory scrutiny over product safety standards. In that case, the company can develop contingency plans that include ramping compliance efforts, investing in product innovation to meet new standards, and preparing communication strategies to reassure customers and stakeholders.

Integrating scenario and contingency strategies with overall business planning ensures that market research insights are effectively translated into actionable plans. This integration allows companies to be proactive rather than reactive, setting mechanisms to adapt to market changes quickly. It also supports strategic decision-making by highlighting potential risks and opportunities to consider in the company’s long-term strategy.

The Impact of Market Research on Crafting Effective Marketing Messages and Campaigns

Market research uncovers the emotional and rational drivers behind consumer purchasing decisions, allowing marketers to craft messages that appeal to these motivations. 

How Insights into Consumer Behavior and Preferences Guide Marketing Channel Selection and Promotional Tactics

Insights from market research also play a crucial role in selecting the most effective marketing channels and promotional tactics. Understanding where the target audience spends their time, the types of media they consume, and how they prefer to receive information about new products enables companies to allocate their marketing resources more efficiently, choosing channels to reach their audience effectively.

For example, suppose market research indicates that the target demographic for a new fitness app heavily uses social media platforms and engages with influencer content. In that case, the company might prioritise social media marketing and influencer partnerships over traditional advertising channels like TV or print. This strategy ensures that marketing efforts are concentrated where they will have the most impact, increasing visibility and engagement with the target audience.

Additionally, insights into consumer behaviour can inform the timing and nature of promotional tactics. For instance, if research shows that potential customers are most receptive to new products at the beginning of the year, a company might time a significant promotional campaign to coincide with New Year’s resolutions, using special offers or trials to encourage adoption.

Feedback Loops and the Role of Market Research in Product Improvement

After a product is launched, the journey of market research does not end but instead enters a new, critical phase. Ongoing market research post-launch is vital for the continuous improvement of the product, ensuring it remains relevant and competitive. This constant research process helps companies capture real-time feedback on how consumers receive the product, identify areas for enhancement, and detect emerging trends that could influence future product iterations.

Integrating customer feedback into product updates and future development cycles is a systematic process that involves several steps. Initially, companies collect feedback through various channels, including direct customer inquiries, online reviews, social media, feedback forms within the product, and user testing sessions. This feedback is then analysed to identify common themes, patterns, and specific areas for improvement or innovation.

The insights gained from this analysis inform the prioritisation of product updates. Critical issues affecting user experience or satisfaction are addressed promptly, while suggestions for new features or enhancements are evaluated for alignment with the product’s strategic direction and market demand. This prioritisation ensures that resources are allocated efficiently, focusing on changes impacting customer satisfaction and business objectives.

Integrating customer feedback into the development process often involves cross-functional collaboration between product management, engineering, design, and marketing teams. Regular meetings and feedback loops ensure that customer insights are shared across the organisation and that decisions regarding product updates are made with a comprehensive understanding of customer needs.

Once updates are implemented, the cycle continues, with companies seeking feedback on the changes to ensure they have positively impacted the user experience. This iterative process allows constant refinement and adaptation, making the product more robust and competitive.

Example: Software Application Updates

Consider a software company that has launched a project management tool. After launch, ongoing market research and user feedback indicate that while the tool is well-received, users are experiencing difficulties with the mobile app version, particularly its notification system. The company uses this feedback to prioritise an update that improves mobile app notifications, making them more customisable and less intrusive.

The company also identified a request for a new feature that allows integration with third-party calendar apps, a suggestion that came up frequently in user feedback. After evaluating this against the product roadmap and market demand, the company develops this integration, further enhancing the tool’s utility and user satisfaction.

By continually engaging in market research and integrating customer feedback into product updates, the company not only improves its current offering but also lays a solid foundation for future development cycles, ensuring the product remains relevant and continues to meet the evolving needs of its users.

Picking up from where we left off with our tech company’s new product development journey, the initial excitement around their groundbreaking product idea has now been channelled into a series of strategic, informed steps toward realisation. The enthusiasm within the company has evolved into a dedicated focus driven by the rich insights gained from their market research. As the product moved from concept to launch, every decision—design tweaks or marketing messages—was backed by data and consumer feedback, ensuring that the final offering met and exceeded customer expectations.

The product launch was just the beginning. Embracing the ethos of continuous improvement, the company remained committed to gathering and acting on customer feedback post-launch. This cycle of feedback and improvement fostered a strong connection with users, who saw their needs and preferences reflected in the product’s evolution.

The tech company’s new product development story shows the power of market research. It demonstrates that success in product development is not just about having a groundbreaking idea but about bringing it to market in a way that resonates with consumers. 

Market research is the thread that connects every stage of bringing a new product to market. It ensures that every decision, from conception to launch, is informed, strategic, and aligned with meeting consumer needs and achieving market success.

Japan, characterised by its distinctive blend of traditional values and cutting-edge innovation, offers a fertile ground for brands willing to delve deep into its cultural nuances. The Japanese market, with its robust economy and a consumer base known for its discerning tastes, presents challenges and unparalleled opportunities.

Understanding the diverse consumer segments within Japan is not just beneficial; it’s a necessity for any brand looking to gain a foothold or expand its presence. According to a report by the Japan External Trade Organisation (JETRO), Japan’s consumer market is the third-largest in the world, with a GDP of approximately $5 trillion. This economic prowess is

accompanied by a high level of consumer sophistication and a notable loyalty to brands that resonate with their specific needs and values.

Segment 1: The Ageing Population

Japan’s demographic landscape is undergoing a profound transformation, marked by an increasingly ageing population. This shift is not merely a statistic but a fundamental change in the nation’s socio-economic fabric. According to the National Institute of Population and Social Security Research in Japan, the proportion of the population aged 65 and over is expected to reach a staggering 35.3% by 2040. This demographic shift positions the elderly segment as a crucial market for businesses and policymakers.

The needs and preferences of this ageing demographic are as diverse as they are specific. Healthcare, naturally, sits at the forefront of their priorities. Japan’s healthcare market is projected to grow significantly, fueled by this demographic trend. Alongside healthcare, there is a burgeoning demand for retirement planning services and products specifically designed for the elderly. This includes everything from assistive technology to age-friendly home modifications.

Marketing to this segment, however, requires a nuanced approach. Traditional marketing channels may not be as effective. Instead, there’s a growing emphasis on building trust and demonstrating value. For instance, companies like Toto, known for their age-friendly bathroom fixtures, have successfully capitalised on this market by emphasising safety, comfort, and ease of use in their products.

Another successful strategy is community-focused marketing. Companies are increasingly engaging in community activities and sponsorships that resonate with older people, thus building brand loyalty. An example of this is the initiative by Aeon, a major retailer, to create shopping environments tailored to older adults, including providing rest areas and magnifying glasses for reading product labels.

Regarding retirement planning, the Japanese market sees a rising trend in services that offer financial advice and lifestyle planning. The focus is on providing a holistic approach to retirement that addresses both financial security and quality of life.

The ageing population in Japan is not just a demographic segment; it’s a powerful force reshaping the market landscape. Brands that can effectively meet the unique needs of this group, both in terms of product offerings and marketing strategies, are poised to tap into a market segment that is both substantial and growing. This demographic shift challenges brands to rethink and innovate in how they cater to an ageing but active and discerning customer base.

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Segment 2: Millennial Workers

The millennial workforce in Japan represents a dynamic and transformative segment, shaping not just the workplace but broader market trends. Distinct from their predecessors, these individuals, born between the early 1980s and mid-1990s, are redefining the traditional Japanese work ethic with a stronger emphasis on work-life balance, individuality, and digital integration. Millennials constitute a significant portion of Japan’s workforce, and their influence on the market is profound and growing.

This generation’s preferences and spending habits are markedly different from those of the older generations. Tech gadgets are not just tools but extensions of their personal and professional lives. According to a survey by the Japan Electronics and Information Technology Industries Association, there has been a noticeable uptick in the consumption of personal tech gadgets among millennials, driven by a desire for efficiency, connectivity, and lifestyle enhancement.

Fashion also plays a key role in the millennial identity. Unlike the uniformity traditionally seen in Japanese professional attire, millennials increasingly seek ways to express their individuality. This shift is evident in the growing market for casual and diverse workwear, as reported by the Japan Fashion Association. Brands that offer customisable, versatile, and fashion-forward pieces are particularly appealing to this demographic.

However, the most significant shift in consumer behaviour is the emphasis on work-life balance. This generation is more inclined to invest in products and services that enhance their quality of life outside work. From wellness apps to home exercise equipment, the demand for products that facilitate a balanced lifestyle is on the rise. The Japan Productivity Center highlights this trend, noting a growing preference for products that offer convenience, health benefits, and personal well-being.

Marketers need to adopt strategies that resonate with millennial values to appeal to this segment effectively. This includes leveraging digital marketing channels, as millennials are highly connected and influenced by online platforms. Social media marketing, influencer partnerships, and content marketing are crucial in engaging this demographic. Brands should focus on creating authentic, relatable, and value-driven content that speaks to the aspirations and lifestyles of millennial consumers.

Another key strategy is personalisation. Millennials appreciate products and services that can be tailored to their unique preferences. Offering customisable options or personalised experiences can significantly enhance brand appeal among this segment.

Japan’s millennial workers are a potent market force driven by distinct preferences and values. For brands looking to tap into this segment, understanding their lifestyle, embracing digital marketing strategies, and offering personalised experiences are essential. As this demographic continues to shape market trends, their influence provides challenges and opportunities for businesses aiming to remain relevant and competitive in Japan’s evolving market landscape.

Segment 3: Luxury Brand Aficionados

This group, composed of high-income individuals with discerning tastes and a penchant for the finer things in life, has been a consistent driver of the luxury market in Japan. According to a report by McKinsey & Company, Japan is the world’s fourth-largest market for luxury goods, accounting for approximately 10% of global luxury sales.

The profile of these high spenders is diverse, ranging from established business executives to young entrepreneurs and affluent millennials. What unites them is their pursuit of quality, exclusivity, and a desire to express their individuality through their purchases. This segment strongly prefers luxury goods, including high-end fashion, designer accessories, and luxury automobiles. The Japan Luxury Market Study by Bain & Company highlights that luxury fashion and leather goods continue to thrive, fueled by this consumer segment’s desire for brand prestige and craftsmanship.

Exclusive experiences are another cornerstone of this segment’s consumption patterns. From private dining in Michelin-starred restaurants to exclusive travel experiences, these consumers increasingly seek offerings beyond material goods. 

A survey by the Japan Tourism Agency indicates a growing trend in luxury travel among affluent Japanese, focusing on unique, personalised experiences that offer privacy and high-quality service.

Gourmet food also plays a significant role in the lifestyle of luxury brand aficionados. This segment shows a predilection for rare and exotic ingredients, fine wines, and artisanal products. According to a report by the Ministry of Agriculture, Forestry and Fisheries of Japan, there has been a notable increase in domestic spending on premium food products, reflecting this segment’s appreciation for culinary excellence.

Effective marketing tactics to capture this affluent consumer base require a blend of exclusivity, personalisation, and impeccable customer service. One successful approach is through invitation-only events and limited-edition product releases, which create a sense of exclusivity and privilege. Brands like Louis Vuitton and Hermes have effectively utilised this strategy in Japan, offering their top clients exclusive previews and bespoke services.

Digital marketing, particularly through social media, is also a potent tool in engaging this segment. However, the approach must be sophisticated and understated, aligning with the luxury aesthetic. High-quality content that showcases the brand’s heritage, craftsmanship, and exclusivity can resonate well with this audience.

Japan’s luxury brand aficionados are a segment characterised by their high spending power and sophisticated tastes. To appeal to this group, brands must balance exclusivity, personalisation, and premium quality. As this segment continues to evolve, staying attuned to their shifting preferences and maintaining a high standard of customer engagement will be essential for luxury brands aiming to succeed in the competitive Japanese market.

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Segment 4: Eco-conscious Consumers

Japan’s consumer landscape is witnessing a significant shift towards environmental awareness, driven by a growing segment of eco-conscious consumers. This demographic, increasingly concerned about the impacts of climate change and environmental degradation, is reshaping market trends with a clear preference for sustainability.

Recent surveys indicate a burgeoning demand for sustainable products. The Japan Environment Association’s report reveals that over 60% of Japanese consumers are willing to pay a premium for environmentally friendly products. This trend is not confined to a specific demographic; it spans across age groups, reflecting a broad-based shift in consumer values.

The demand for organic food is a key aspect of this eco-awareness. According to the Ministry of Agriculture, Forestry and Fisheries of Japan, the organic food market in Japan has seen a steady growth rate of 5-10% annually, with younger consumers particularly inclined towards organic produce, citing health and environmental benefits. This shift is also seen in the increasing popularity of farmers’ markets and community-supported agriculture (CSA) programs, offering locally sourced and organic options.

Eco-friendly transportation is another area where this segment’s influence is evident. Japan’s commitment to reducing its carbon footprint has found resonance with eco-conscious consumers, leading to a surge in the adoption of electric and hybrid vehicles. Data from the Japan Automobile Manufacturers Association indicates a notable increase in the sales of electric vehicles (EVs), with projections suggesting a continued upward trajectory.

For brands looking to appeal to this segment, aligning with environmental values is crucial. This goes beyond green marketing; it requires a genuine commitment to sustainable practices. Transparency in sourcing, production, and corporate policies significantly builds trust with eco-conscious consumers. Companies like Panasonic and Sony have set notable examples by integrating sustainability into their business models and communicating these initiatives effectively to their consumers.

Another effective strategy is the development of sustainable product lines. Offering products that are not only eco-friendly but also high in quality and functionality can significantly enhance a brand’s appeal to this segment. For instance, MUJI’s approach to minimalistic, sustainable products has resonated well with eco-conscious consumers in Japan.

Additionally, partnerships with environmental organisations and involvement in community-based sustainability initiatives can strengthen a brand’s eco-friendly image. Such collaborations demonstrate a commitment to environmental causes and help build a community of like-minded consumers.

Japan’s eco-conscious consumers are a driving force for sustainability in the marketplace. For brands to successfully engage with this segment, they must adopt authentic and transparent sustainability practices, innovate in product development, and actively participate in environmental stewardship. As this consumer segment grows, its influence on the market will likely continue to expand, making sustainability an increasingly crucial factor in the success and relevance of brands in Japan.

Segment 5: Anime and Gaming Fans

The anime industry in Japan has experienced substantial growth over the years. According to The Association of Japanese Animations, the anime market is expected to exceed 8.93 trillion Japanese Yen by 2030, a testament to its expanding influence. This surge is largely attributed to the growing fanbase, both domestically and internationally, driven by the global accessibility of anime through streaming platforms.

Similarly, the gaming industry in Japan holds a significant position in both the domestic and global markets. A report by Newzoo, a leading gaming analytics company, highlights that Japan is the third-largest video game market in the world. This industry’s success is fueled by a diverse range of consumers, from hardcore gamers to casual mobile game enthusiasts.

The market opportunities in this segment are vast and varied. Anime and video game merchandise, including figurines, apparel, and collectables, have seen a surge in demand. The Tokyo Otaku Mode’s annual report indicates that merchandise sales related to popular anime and game franchises have grown exponentially, reflecting the deep engagement of fans with these media.

Events like anime conventions, gaming tournaments, and fan meet-ups are another lucrative avenue. These events serve as a platform for fans to immerse themselves in their favourite worlds and provide significant opportunities for brand exposure and product launches. Comiket, Japan’s largest comic market event, attracts hundreds of thousands of visitors each year, underscoring the potential of these events as marketing platforms.

Engaging with this unique and passionate consumer group requires an understanding of their preferences and behaviours. Collaboration with popular anime and gaming franchises can be an effective strategy. For instance, collaborations between fashion brands and popular anime series have resulted in highly successful limited-edition product lines.

Social media and influencer marketing are also critical in reaching this segment. Platforms like Twitter, YouTube, and Twitch are popular among anime and gaming enthusiasts, offering a direct channel to engage with this audience. Influencers and content creators in this niche can drive brand awareness and loyalty through authentic content and endorsements.

Japan’s anime and gaming fans represent a highly engaged and growing market segment, offering significant opportunities for merchandise, events, and related products. Brands looking to tap into this market must adopt strategies that resonate with this group’s unique interests and behaviours. By leveraging collaborations, event marketing, and digital engagement, companies can effectively connect with this passionate consumer base and capitalise on the diverse opportunities within Japan’s anime and gaming culture.

Final Thoughts

Staying ahead in the dynamic Japanese market requires a nuanced understanding of these diverse consumer segments. Tailored marketing approaches, grounded in deep market insights and cultural sensitivity, are key to resonating with these distinct groups. As Japan’s market landscape continues to evolve, agility and the ability to anticipate and respond to these shifting consumer trends will be crucial for businesses aiming to secure their place in this multifaceted and vibrant market.

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There’s a significant problem in the product testing industry: the lack of diversity in skin tone among test subjects. This problem isn’t confined to one area; it’s seen in everything from cosmetics to healthcare. Many products are tested primarily on a narrow range of skin tones, leaving others potentially underserved or overlooked.

But this issue goes beyond just ethics. It’s also a poor business decision. In today’s diverse market, consumers expect products that cater to a wide variety of needs. Ignoring skin tone in product testing doesn’t just show a lack of understanding of the diverse customer base; it also misses a significant market opportunity.

The bottom line is clear: considering skin colour in product testing isn’t merely the right thing to do; it’s a smart business move. Companies that fail to recognise this will likely fall behind in a world that increasingly values inclusivity and representation.

Skin Tone Bias in Product Development

Historically, product development and testing have been heavily skewed towards a limited range of skin tones. This bias is not a recent phenomenon; it’s deeply ingrained in the industry. In many cases, products, especially in sectors like cosmetics and skincare, have been tested primarily on lighter skin tones.

This limited scope in testing has had real-world consequences. It means that the efficacy, safety, and suitability of products for various skin tones have often gone unexamined. People with skin tones outside the narrow range used in testing can find themselves with products that are not only ineffective but sometimes harmful.

Focusing on a limited range of skin tones in product testing isn’t just a historical footnote; it’s a continuing problem. Even today, with a growing awareness of the importance of diversity, many companies still fail to include a representative sample of skin tones in their testing procedures.

This bias in product development doesn’t just affect the individuals who are underserved by these products; it also reflects a broader failure of the industry to recognise and cater to the diversity of its customer base. The result is a market that often doesn’t meet the needs of a significant portion of the population.

Consequences

The consequences of limiting product testing to a narrow range of skin tones are both serious and far-reaching. Here’s how this oversight has led to issues:

  1. Ineffectiveness: Products tested on a limited skin tone range may not work as intended for people with different skin tones. This can result in wasted money and dissatisfaction for consumers who find that the products simply don’t meet their needs.
  2. Health Risks: More alarmingly, some products can harm individuals with skin tones not considered during testing. This can lead to skin irritations, allergic reactions, or more severe health problems. For example, certain skincare products might cause discolouration or sensitivities in darker skin tones if they were only tested on lighter ones.
  3. Exclusion: By failing to consider a wide range of skin tones, companies effectively exclude a significant portion of the population from access to suitable products. This can reinforce feelings of marginalisation and further widen societal gaps.
  4. Financial Loss for Companies: Businesses that overlook the need for diverse skin tone testing can suffer financially. They may lose potential customers who find their products unsuitable, and they risk damaging their reputation if products are found to be harmful to certain consumers.
  5. Legal Repercussions: Companies may also face legal challenges if their products are found to cause harm due to a lack of comprehensive testing. This can result in costly lawsuits and regulatory penalties.

In short, the failure to include various skin tones in product testing isn’t just an oversight; it’s a decision that can lead to unsatisfactory, harmful products that don’t serve the needs of all consumers. It’s a problem that affects individual well-being, corporate bottom lines, and societal inclusivity.

Case Studies

The lack of diverse skin tone testing is not an abstract issue; it has manifested in real-world failures and inefficiencies in various products. Here are some illustrative examples:

  1. Certain Sunscreens: Some sunscreens primarily tested on lighter skin tones have been found to leave a visible, unappealing residue on darker skin. This resulted in dissatisfaction and limited options for individuals with darker skin tones looking for effective sun protection.
  2. Skin Care Products with Bleaching Agents: Products containing specific bleaching or lightening agents have caused severe skin reactions in users with skin tones that weren’t considered during testing. This lack of consideration has led to health issues and loss of consumer trust in some brands.
  3. Makeup Shade Ranges: Many makeup brands have historically offered a limited range of foundation shades, primarily catering to lighter skin tones. This lack of diversity in shade options left many consumers unable to find a match for their skin tone, leading to dissatisfaction and loss of potential sales for the companies.
  4. Hair Care Products for Different Ethnicities: Hair care products tested without considering diverse hair types and ethnic backgrounds have led to products that don’t work for all consumers. In some cases, products intended for one hair type have proven damaging to others due to differences in hair structure and needs.
  5. Medical Devices and Diagnostic Tools: Even in the medical field, the lack of diverse skin tone testing has had consequences. For example, certain diagnostic tools calibrated for lighter skin have been less accurate when used on darker skin, leading to incorrect diagnoses and treatment.

These case studies reveal a pattern of oversight and failure to consider the full spectrum of skin tones. They illustrate the tangible negative impact of this neglect on both consumers and businesses. It’s clear evidence that diverse skin tone testing is not merely a theoretical concern but a practical necessity with real consequences.

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The Economic Implications

Market Dynamics:

Ignoring skin tone in product testing isn’t just a social or ethical concern; it’s a significant economic misstep. By failing to test products on a diverse range of skin tones, companies inadvertently overlook large segments of the market. This neglect can result in:

  • Limited Reach: Companies miss out on potential customers by not offering products catering to various skin tones. This effectively narrows their market reach and limits growth opportunities.
  • Reduced Competitiveness: As more brands recognise the importance of inclusivity, those that don’t may find themselves at a competitive disadvantage, unable to offer products that meet the needs of a diverse consumer base.
  • Missed Innovation Opportunities: By ignoring the unique needs and preferences of various skin tones, companies may miss out on opportunities to innovate and create products that could resonate with broader audiences.

Brand Perception and Loyalty:

Inclusivity in product testing doesn’t just lead to better products; it can also positively impact a brand’s reputation and customer loyalty:

  • Enhanced Reputation: Companies that actively engage in diverse product testing demonstrate a commitment to understanding and serving all their customers, which can enhance brand perception.
  • Increased Loyalty: When consumers see that a brand is making efforts to cater to their specific needs and preferences, they are more likely to become loyal customers. This loyalty translates into repeat business and positive word-of-mouth.
  • Alignment with Social Values: Modern consumers often align their purchasing decisions with their values. Brands that embrace diversity and inclusivity may attract customers who prioritise these principles.

Financial Impact:

The financial implications of inclusive product testing are substantial. Here are some key statistics and facts:

  • Potential Market Growth: The global cosmetics market for people of colour is projected to reach significant figures in the coming years, representing a substantial growth opportunity for brands that cater to diverse skin tones.
  • Losses from Exclusion: Failure to embrace diversity in product testing can lead to lost sales and missed market opportunities. For example, brands that have faced backlash for limited shade ranges have seen declines in sales and market share.
  • Cost of Remediation: Ignoring diverse skin tones during initial testing can lead to costly post-launch adjustments or recalls if products prove unsuitable or harmful to certain consumers.

The economic implications of ignoring skin tone in product testing are multifaceted. They touch on market dynamics, brand perception, customer loyalty, and financial outcomes. Companies that fail to recognise the importance of skin tone diversity risk not only ethical shortcomings but also tangible economic losses. Conversely, those that embrace this diversity stand to gain both socially and financially.

The Ethical Considerations

Moral Responsibility:

Companies have an ethical obligation to ensure their products are safe and effective for all users. This responsibility goes beyond mere compliance with regulations:

  • Safety: It’s not enough to ensure that a product is safe for a segment of the population; it must be safe for all intended users. In testing, failure to consider diverse skin tones can lead to harmful products reaching the market.
  • Effectiveness: Ethical product development involves creating items that refrain from causing harm and fulfil their intended function for all users. Ineffectiveness for a portion of the population due to biased testing is an ethical failure.
  • Accountability: Companies must be accountable for the choices they make in product testing. Ignoring diversity in skin tones isn’t an oversight; it’s a decision with ethical implications.

Diversity and Inclusion:

Inclusive product testing aligns with broader societal movements toward equality and fairness. It reflects:

  • Recognition of Diversity: By embracing diverse skin tones in product testing, companies acknowledge and value the diversity of the human population.
  • Promotion of Equality: Inclusive testing helps level the playing field by ensuring that products are suitable for all users, not just a privileged few.
  • Alignment with Social Progress: Companies that practice inclusive testing place themselves at the forefront of social progress, aligning with consumer values and societal goals.

Environmental Impact:

While not immediately obvious, inclusive product testing may also be tied to more environmentally responsible production practices:

  • Responsible Sourcing: Inclusive testing may lead to increased scrutiny of ingredient sourcing, promoting the use of sustainable and ethically-sourced materials.
  • Reduction of Waste: By ensuring that products are suitable for a broader range of consumers, companies may reduce the likelihood of products being discarded due to ineffectiveness or harm, thereby minimising waste.
  • Holistic Approach: Embracing inclusivity in product testing might be part of a broader ethical approach that considers environmental impact, aligning the company with best practices in social and environmental responsibility.

The ethical considerations surrounding skin tone diversity in product testing are multifaceted and significant. They involve not only the moral responsibility to create safe and effective products but also the alignment with broader societal values of diversity, inclusion, and possibly environmental stewardship. Failure to consider these aspects is not merely a business error; it’s a lapse in ethical judgment that can have far-reaching consequences.

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The Path Forward

Current Innovations and Initiatives:

While challenges persist, there are also promising developments in the field of inclusive product testing. Several companies and organisations are leading the way:

  • Pioneering Brands: Some companies in the cosmetics and healthcare sectors have committed to inclusive testing, offering products tailored to a wide range of skin tones. These brands are enjoying commercial success and receiving accolades for their responsible practices.
  • Industry Collaborations: Various industry groups and non-profit organisations are working together to establish guidelines and best practices for inclusive testing, providing valuable resources and support to companies wishing to improve their testing procedures.
  • Research and Development: Academic and commercial research centres are conducting studies into the unique needs of different skin tones, paving the way for more targeted and effective product development.

Strategies for Change:

Achieving greater inclusivity in product testing is not an insurmountable challenge. Here are tangible strategies that both companies and regulators can adopt:

  • Diverse Representation in Clinical Trials: Ensuring that clinical trials include a wide array of skin tones can provide a more accurate understanding of how products will perform across different populations.
  • Investment in Targeted Research: Companies can invest in market research to understand the specific needs and reactions of various skin tones, leading to more inclusive product development.
  • Regulatory Guidelines: Regulators can establish clear guidelines and incentives for inclusive product testing, holding companies accountable for their practices and rewarding those prioritising diversity.
  • Transparency and Reporting: By publicly reporting on testing demographics and practices, companies can demonstrate their commitment to inclusivity and allow consumers and watchdogs to hold them accountable.
  • Education and Training: Providing training to product development teams on the importance of diversity and how to achieve it can foster a culture of inclusivity within companies.

When implemented, these strategies can transform the landscape of product testing, making it more reflective of our diverse world. While the path forward may require concerted effort, the potential rewards in terms of ethical alignment, market success, and societal progress are well worth the investment.

Final Thoughts

The question of skin tone diversity in product testing is more than a niche concern or a fleeting trend. It reflects who we are as a society and how we choose to treat one another. The choices made in product development and testing are not confined to laboratories and boardrooms; they reverberate in the lives of real people, affecting their health, self-esteem, and place in the world.

The effort to create products that respect and embrace our shared humanity should not be seen as an extra step or a marketing ploy. It should be a fundamental expectation, an acknowledgement that diversity is not a problem to be solved but a reality to be celebrated.

Inclusive product testing is not simply a matter of business acumen or regulatory compliance. It is a testament to our collective values, our belief in fairness, equality, and the inherent dignity of all individuals, regardless of their skin tone. 

The path forward is not just about products; it’s about principles. It’s not just about consumption; it’s about compassion. It’s not just about what we create; it’s about who we are.

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Are you tired of investing time, money, and resources to develop products that don’t resonate with your target audience? Have you ever launched a product that received little to no interest from the market? If so, you’re not alone. 

Launching a successful product in today’s highly competitive market can be daunting. However, concept testing can help you validate your product ideas, refine your concepts, and increase the likelihood of success.

Concept testing evaluates customer responses to a product idea before launching it in the market. It involves gathering feedback from potential customers to understand their preferences, pain points, and expectations. By conducting concept testing at different stages of product development, you can identify potential issues and improve your product before it’s too late.

In this article, we will explore the importance of concept testing in product development and provide an overview of the different stages involved in the process. From idea generation to launch testing, we will discuss how concept testing can help you maximise your product’s potential and increase your chances of success in the market. 

What is concept testing? 

Concept testing, also known as idea testing, is a crucial step in the product development process. It involves testing a product idea with potential customers to gauge their level of interest and gather feedback to refine and improve the idea.

Concept testing aims to validate a product idea before investing significant resources in developing it. It allows product teams to gather valuable insights from potential customers and make data-driven decisions based on their feedback. This helps to reduce the risk of failure and increases the chances of launching a successful product.

Concept testing can be conducted using various methods, including surveys, focus groups, and interviews. It typically involves presenting potential customers with a description, sketch, or prototype of the product and gathering their feedback on various aspects, such as its features, pricing, and overall appeal.

Concept testing is an integral part of the product development process as it can help companies avoid costly mistakes, such as launching products with no market demand. By gathering feedback early on in the product development process, companies can make informed decisions about whether to proceed with the product idea or make modifications to improve its chances of success.

Stage 1: Idea Generation

Ah, the brainstorming stage – the time to let your imagination run wild with new product ideas! But wait, before you start investing time and resources into developing a product, have you considered the importance of concept testing in the idea generation phase?

Concept testing is critical in the idea generation stage, as it helps to validate and refine your product ideas. Imagine spending months developing a product only to discover that it’s not something your target audience wants or needs. That’s where concept testing comes in – it helps you to validate your ideas before you invest significant resources into developing them.

Let’s say you have an idea for a new fitness tracker that tracks your daily water intake. You might think this is a great idea, but will your target audience feel the same? Through concept testing, you can present your idea to potential customers and gather their feedback on your product’s features, pricing, and overall appeal. If your target audience doesn’t see the value in tracking their water intake, you can refine your idea to include more appealing features.

In addition to validating your ideas, concept testing in the idea generation phase can also help you to generate new ideas. Presenting your product idea to potential customers may generate feedback that inspires new features or functionalities you have yet to consider.

Stage 2: Concept Development

Welcome to stage two – concept development! This is where you take your product ideas and start developing them into a tangible concept. But how do you know which concept is the most promising one? You guessed it – concept testing!

Concept testing in the concept development stage can help you to evaluate different concepts and identify the most promising ones. Let’s say you have developed three concepts for your fitness tracker – one that tracks water intake, one that tracks sleep patterns, and one that tracks heart rate. Through concept testing, you can present these concepts to potential customers and gather feedback on their level of interest in each one. Based on their feedback, you can identify which concept most appeals to your target audience.

Not only can concept testing help you to identify the most promising concept, but it can also help you to refine the concept further. Through feedback from potential customers, you may discover areas that need improvement or additional features that would make the product even more appealing.

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Stage 3: Prototype Testing

Now that you have a promising product concept, it’s time to develop and test a prototype with your target audience. This is where concept testing can help to refine your prototype and identify areas for improvement.

Let’s say you have developed a prototype of your fitness tracker that tracks water intake. You present it to potential customers, and while they are interested in the idea, they express concerns about the size and comfort of the tracker. Through concept testing, you can gather this feedback and refine your prototype to address these concerns. You could make the tracker smaller or adjust the design to make it more comfortable to wear.

In addition to refining your prototype, concept testing can help you identify areas for improvement. For example, if potential customers express confusion about how to use certain features, you may need to adjust the user interface to make it more intuitive.

Concept testing in the prototype testing stage can be conducted in various ways, such as usability testing or field testing. These methods allow you to gather feedback on the functionality and user experience of the prototype.

By refining your prototype based on feedback from concept testing, you can increase the chances of launching a successful product that meets the needs and desires of your target audience. So, don’t underestimate the power of concept testing in the prototype testing stage – it can make all the difference between a mediocre product and a successful one.

Stage 4: Launch Testing

Now let’s look at launch testing! This is where you test the market readiness of your product and identify potential issues before launch. 

Concept testing in the launch testing stage can help you gather feedback on your product’s final version before launch. This feedback can help you to identify potential issues, such as pricing concerns or a lack of interest in certain features. 

For example, if you have developed a new smartphone app, you can present it to potential customers and gather feedback on its functionality, design, and pricing. Based on this feedback, you can make necessary adjustments before launching the app to the market.

By gathering feedback from potential customers in the launch testing stage, you can also gain insights into the competition and the overall market demand for your product. This can help you to make informed decisions about pricing, marketing, and distribution strategies.

Concept testing in the launch testing stage can be conducted in various ways, such as beta testing or product demos. These methods allow you to gather feedback on the final version of your product and make necessary adjustments before launching.

Methodologies for concept testing

Now that we’ve explored the different stages of concept testing and their importance in product development, let’s dive deeper into the various methodologies that can be used for concept testing.

There are several different methods for conducting concept testing, each with advantages and disadvantages. The most commonly used methods include surveys, focus groups, and usability testing.

Surveys are a great way to gather feedback from a large number of potential customers. They can be conducted online or in person and are typically used to collect quantitative data on different aspects of a product concept, such as the level of interest in certain features or pricing.

On the other hand, focus groups are more qualitative and involve gathering a small group of potential customers to discuss and provide feedback on a product concept. They are often used to gain more in-depth insights into the thoughts and feelings of potential customers, as well as to gather ideas for new product features or functionalities.

Usability testing is another method that can be used to gather feedback on a product concept. It involves observing potential customers as they use a prototype of the product and gathering feedback on the usability and functionality of the product.

In addition to these methods, there are other types of concept testing, such as A/B and field testing. A/B testing involves presenting two different versions of a product concept to potential customers and gathering feedback on which one is more appealing. Field testing involves testing a product concept in a real-world setting, such as in a store or online marketplace.

Best Practices

Now that we’ve explored the different methodologies for concept testing let’s explore some best practices for conducting effective concept testing. These best practices help ensure that you gather the most valuable feedback and make informed decisions about your product development.

Firstly, defining clear research objectives before conducting concept testing is important. This will help you focus on the most important aspects of the product concept and gather relevant feedback for your goals. Clear research objectives also help ensure you don’t waste time or resources on gathering irrelevant feedback.

Secondly, recruiting the right participants for your concept testing is essential. This means targeting individuals representing your target audience and likely to use or purchase your product. It’s also important to ensure the participants are engaged and invested in the concept testing process. You can achieve this by providing incentives or rewards for their participation.

Another best practice is to use the correct methodology for your product concept and research objectives. This means choosing a method best suited for gathering feedback on the specific aspects of your product concept that you want to test. 

For example, if you want to gather quantitative data on pricing, a survey would be more appropriate than a focus group.

Finally, analyzing the data effectively is crucial to make informed decisions about your product development. This means looking for trends and patterns in the feedback and using this information to refine and improve your product concept. It’s also important to prioritise the feedback based on its relevance and impact on the product’s success.

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Limitations of concept testing

While concept testing is a valuable tool for product development, knowing its limitations is essential.

For example, concept testing can only provide feedback on the specific product concept being presented to potential customers. It may not capture all possible issues or challenges that arise once the product is launched in the market. 

Additionally, concept testing can be influenced by factors such as how the concept is presented, and the language used, or the participants’ demographic.

Another limitation of concept testing is that it may not capture a product’s emotional or experiential aspects. For example, a potential customer may express interest in a product concept, but they may have a negative emotional response once they use the product.

By acknowledging the limitations of concept testing, product development teams can use it as a tool in combination with other methods, such as user testing and market research, to gain a more comprehensive understanding of their product’s potential success in the market.

Case Studies in Concept Testing

Now let’s look at some real-life case studies of successful concept testing in product development. 

One example comes from the UK-based cosmetics company Lush. In 2018, Lush developed a new product concept for a solid shower gel. Before launching the product, Lush conducted concept testing by sending samples to customers and gathering feedback through surveys. The feedback was overwhelmingly positive, with customers expressing interest in the new product and suggesting additional scents for the line. Lush used this feedback to refine the product and launch it successfully in the market.

Another example comes from the US-based fast-food chain Taco Bell. In 2017, Taco Bell conducted concept testing for a new menu item called the Naked Chicken Chalupa. The company used focus groups and taste tests to gather feedback on the product concept and made adjustments based on the feedback. The Naked Chicken Chalupa was a huge success when launched, selling over 25 million units in its first year.

Finally, an example from Asia comes from the Chinese tech company Xiaomi. Xiaomi developed a new product concept for a foldable phone, but before launching the product, the company conducted concept testing by sending out a prototype to potential customers for feedback. The feedback was mixed, with customers expressing concerns about the phone’s durability. Xiaomi used this feedback to make necessary adjustments and launch a successful foldable phone.

Key Takeaways

In conclusion, concept testing is a crucial step in the product development process. It allows brands to gather feedback from potential customers, refine their product concepts, and increase their chances of success in the market. 

Brands can conduct effective concept testing and make informed decisions about their product development by following best practices such as defining clear research objectives, recruiting the right participants, and analyzing data effectively.

Here are some key takeaways to keep in mind:

  • Concept testing can be conducted at different stages of product development, including idea generation, concept development, prototype testing, and launch testing.
  • Different methodologies can be used for concept testing, including surveys, focus groups, and usability testing.
  • Effective concept testing requires careful planning, execution, and analysis of data.
  • Concept testing has limitations, and it should be combined with other methods to gain a more comprehensive understanding of a product’s potential success in the market.

Overall, concept testing is a valuable tool for product development that can help companies to create products that truly resonate with their target audience. By implementing the best practices and key takeaways discussed in this article, you can increase your chances of success and launch a product that will delight your customers.

If you want to conduct concept testing for your next product development project, consider using a market research agency like Kadence International. We have extensive experience conducting effective concept testing and can help you gather valuable feedback from potential customers. To get started, simply submit your research brief.

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As product marketing executives, it’s our job to create products that satisfy a need and drive sales. This is where a well-thought-out product marketing plan comes into play. So, let’s dive into the key components of a product marketing plan and learn how to create a plan that will make our new product a success.

Key Components of a Product Marketing Plan

A compelling product marketing plan is essential to the success of any product launch. A well-crafted plan should include the following key components:

  1. Executive Summary: This section provides an overview of the entire marketing plan, including the key objectives, target audience, unique value proposition, and tactics to achieve the plan’s goals. 
  2. Product Overview: This section describes the product and its features. It also explains how the product meets customer needs and the competitive landscape. According to a study by Gartner, 85% of customers will search for product information online before purchasing. So, it’s crucial to provide a detailed product overview.
  3. Market Analysis: This section analyzes the market, including the target audience, their needs and behaviours, and the competition. As product marketing managers, we need to understand the market we’re entering and the competitive landscape. Without this knowledge, our product launch could fall flat.
  4. Customer Personas: This section provides a detailed analysis of the target customers, including their demographics, psychographics, behaviours, and pain points. By creating customer personas, we can understand our target audience better and develop messaging that resonates with them. 
  5. Positioning Strategy: This section describes the product’s unique value proposition and how it differentiates from the competition. It also describes the product’s messaging and how it will be communicated to the target audience. A great example of a unique positioning strategy is Dollar Shave Club. Their messaging is simple, “Shave time, shave money,” and it speaks directly to their customers.
  6. Marketing Channels: This section describes the channels through which the product will be marketed to the target audience, including digital and traditional channels, and the budget allocated to each. 
  7. Marketing Tactics: This section describes the specific tactics that will be used to execute the marketing plan, including advertising, public relations, events, and content marketing. 
  8. Sales Enablement: This section describes how sales teams will be equipped to sell the product and the resources they will need. 
  9. Metrics and Reporting: This section describes the key performance indicators (KPIs) that will be used to measure the marketing plan’s success and the reporting frequency. 
  10. Budget: This section outlines the budget required to execute the marketing plan, including advertising, PR, event, and content marketing costs. According to a study by the CMO Survey, the average marketing budget is 11.4% of a company’s overall budget. So, allocating the appropriate resources to your marketing plan is crucial.
  11. Timeline: This section outlines the key milestones and deliverables and the timeline for executing the marketing plan. As product marketing managers, we need to be organised.
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Defining Your Product and Target Audience

To create a compelling product marketing plan, you must deeply understand your product and target audience. Here are some steps to help define your product and target audience:

  1. Define Your Product and its Unique Value Proposition: The first step in creating a compelling product marketing plan is to define your product and its unique value proposition. Ask yourself, what makes your product different from the competition? Why should customers choose your product over others? 
  2. Identify and Analyze Your Target Audience: Once you’ve defined your product, the next step is identifying and analyzing your target audience. Who are your ideal customers? What are their needs and desires? What pain points do they have? By answering these questions, you can create customer personas that will help you better understand and connect with your target audience.
  3. Create Customer Personas: Customer personas are fictional representations of your ideal customers based on research and data. They include demographic information, psychographic information, behaviours, and pain points. Creating customer personas allows you to tailor your messaging and marketing tactics to speak directly to your target audience. For example, let’s say you’re launching a new fitness apparel line. Your customer personas might include “Gym Goer Greta,” a 25-year-old fitness enthusiast who is into yoga and pilates, and “Outdoor Olivia,” a 35-year-old runner and hiker. Creating these personas allows you to develop marketing tactics that speak directly to their interests and needs.
  4. Use Data to Analyze Your Target Audience: To create accurate customer personas, you need to use data to analyze your target audience. This includes conducting surveys, and focus groups and analyzing online behaviours. 

By defining your product and target audience, you can create an effective product marketing plan that speaks directly to your customers. As Jeff Bezos, founder of Amazon, said, “We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.” Creating a plan that resonates with your target audience can make your customers feel like invited guests to your party.

Analysing the Market and Competition

In your plan, you must also conduct a thorough market analysis and identify your competitors’ strengths and weaknesses. Here are some steps to help analyze the market and competition:

Conduct Market Research

The first step in analyzing the market is to conduct market research. Market research helps you gain insights into your target audience’s behaviours, needs, and desires. It also enables you to understand the competitive landscape. 

Identify Competitors

The next step is to identify your competitors. This includes direct and indirect competitors. Direct competitors offer similar products or services, while indirect competitors offer alternative solutions to the same problem. For example, if you’re launching a new line of fitness apparel, your direct competitors might be Nike and Under Armour, while your indirect competitors might be yoga studios or gyms.

Analyze Competitors’ Strengths and Weaknesses

Once you’ve identified your competitors, the next step is to analyze their strengths and weaknesses. What are they doing well? What can you do better? This helps you differentiate your product from the competition. As business expert Michael Porter said, “The essence of strategy is choosing what not to do.”

Use Market Research to Gather Intelligence

Market research is crucial in gathering intelligence and data on the market and the competitive landscape. For example, you can use surveys to understand your target audience’s behaviours and needs and social listening tools to monitor conversations about your competitors online. By gathering intelligence, you can make informed decisions about your product marketing plan.

Developing Your Positioning Strategy

A compelling positioning strategy is critical to a successful product marketing plan. It’s essential to clearly understand your product’s unique value proposition and how it differentiates from the competition. Here are some steps to help develop a unique and compelling positioning strategy:

  1. Define Your Unique Value Proposition: The first step in developing a positioning strategy is to define your unique value proposition. What makes your product stand out from the competition? For example, Apple’s iPhone stands out because of its sleek design, user-friendly interface, and seamless integration with other Apple products.
  2. Understand Your Target Audience: The next step is understanding your target audience. What are their needs and desires? What pain points do they have? By understanding your target audience, you can develop messaging that speaks directly to them. For example, Airbnb’s positioning strategy focuses on offering unique travel experiences to its target audience.
  3. Analyze the Competition: The third step is to analyze the competition. What are they doing well? What can you do better? By analyzing the competition, you can develop a positioning strategy that differentiates your product from the competition. For example, Tesla’s positioning strategy focuses on offering electric cars that are stylish, efficient, and environmentally friendly, which sets them apart from traditional car manufacturers.
  4. Develop a Compelling Tagline: A tagline is a short, memorable phrase summarizing your product’s unique value proposition. For example, Nike’s “Just Do It” tagline speaks directly to their target audience’s desire to be active and achieve their goals.
  5. Create a Unique Brand Identity: Your brand identity should reflect your product’s unique value proposition and positioning strategy. This includes your logo, colour scheme, and visual elements. For example, Coca-Cola’s red and white logo and iconic bottle design are instantly recognisable and reflect the brand’s positioning as a classic, refreshing beverage.

By developing a compelling positioning strategy, you can differentiate your product from the competition and speak directly to your target audience. By creating a positioning strategy that resonates with your target audience, you can create a loyal customer base that values your product and the messaging that surrounds it.

Choosing Your Marketing Channels

Choosing the proper marketing channels is critical to the success of your product marketing plan. Various marketing channels are available, including digital and traditional media. Here are some tips for selecting the right channels for your product and target audience:

  1. Understand Your Target Audience: The first step in selecting the right marketing channels is understanding your target audience. What media do they use to find information and make purchasing decisions? For example, if your target audience is younger, they may be more likely to use social media to research and purchase products.
  2. Consider Your Product: The second step is to consider your product. What type of product is it? Does it lend itself to specific marketing channels? For example, a visually appealing product may be better suited for Instagram or Pinterest, while a technical product may be better for a blog or a white paper.
  3. Digital Channels: There are a variety of digital marketing channels available, including social media, email marketing, search engine optimisation (SEO), pay-per-click (PPC) advertising, content marketing, and influencer marketing. For example, if your target audience is younger, social media and influencer marketing may be effective channels for reaching them.
  4. Traditional Channels: Traditional marketing channels include print advertising, television advertising, radio advertising, direct mail, and outdoor advertising. For example, if your target audience is older, they may be more likely to respond to direct mail or television advertising.
  5. Test and Measure: Once you’ve selected your marketing channels, testing and measuring their effectiveness is essential. Use data and analytics to track the success of your marketing channels and adjust your tactics accordingly.

Crafting Your Marketing Tactics

Crafting effective marketing tactics is essential to the success of your product marketing plan. Various marketing tactics are available, including advertising, public relations (PR), events, and content marketing. Here are some tips for selecting and executing the right tactics for your product and target audience:

  1. Define Your Goals: The first step in crafting your marketing tactics is to define your goals. What do you want to achieve with your marketing efforts? Do you want to increase brand awareness or generate leads? Defining your goals will help you select the right tactics to achieve them.
  2. Understand Your Target Audience: The second step is understanding your target audience. What type of content resonates with them? What events or experiences do they enjoy? By understanding your target audience, you can tailor your marketing tactics to their interests and needs.
  3. Advertising: Advertising includes a variety of channels, including print, television, radio, and digital advertising. For example, if your target audience is younger, digital advertising may be an effective tactic for reaching them. However, if your target audience is older, traditional advertising channels like print and television may be more effective.
  4. Public Relations: PR is a tactic that involves building relationships with media outlets and influencers to generate positive coverage of your brand. For example, if you’re launching a new product, you may want to contact bloggers or journalists to write about your product.
  5. Events: Events are a great way to generate buzz and engage with your target audience. Depending on your product and target audience, they can be in-person or virtual. For example, if you’re launching a new line of skincare products, you could host a beauty event where customers can try your products and receive skincare tips.
  6. Content Marketing: Content marketing involves creating and sharing valuable content to attract and retain customers. This can include blog posts, social media content, and videos. For example, if you’re launching a new line of workout clothes, you may want to create a video series that showcases different workout routines.
  7. Digital Marketing Channels: Digital marketing channels can effectively reach your target audience and generate leads. Here are some tips for leveraging digital marketing channels:
  • Optimise SEO: Search engine optimisation (SEO) is optimizing your website for search engines. This can include optimizing your website’s content, improving its structure, and building backlinks to your site.
  • Create Effective PPC Campaigns: Pay-per-click (PPC) advertising can generate leads and drive sales. Create effective PPC campaigns by targeting keywords and creating compelling ad copy.
  • Engage on Social Media: Social media is a powerful way to engage with your target audience and build brand awareness. Create engaging content and interact with your followers to build a loyal following.

As marketing expert Ann Handley said, “Make the customer the hero of your story.” By selecting and executing marketing tactics that speak directly to your target audience’s interests and needs, you can create a successful product marketing plan.

Equipping Your Sales Team

Equipping your sales team with the right resources is critical to the success of your product marketing plan. Sales enablement gives your sales team the resources they need to sell your product effectively. Here are some tips for equipping your sales team with the resources they need:

  1. Develop Sales Training: The first step in equipping your sales team is to develop sales training that helps them understand your product and its unique value proposition. This can include product demos, competitive analysis, and objection handling.
  2. Create Sales Collateral: Sales collateral includes materials like brochures, case studies, and sales decks that help your sales team communicate the benefits of your product to potential customers. This collateral should be tailored to your target audience’s needs and interests.
  3. Use a Sales Enablement Platform: A sales enablement platform is a software solution that provides your sales team with easy access to sales collateral, product information, and sales training. This can help your sales team stay up-to-date on the latest product information and improve their selling skills.
  4. Provide Customer Insights: Giving your sales team insights into your target audience’s behaviours, needs, and desires can help them better understand how to sell your product. This can include data from market research or customer feedback.

Measuring Your Success

Measuring the success of your product marketing plan is critical to understanding what’s working and what’s not. By setting metrics and reporting on the success of your marketing plan, you can make informed decisions about how to adjust your tactics and improve your results. Here are some tips for measuring your success:

  • Set Key Performance Indicators (KPIs): The first step in measuring your success is to set KPIs that align with your marketing goals. These include metrics like website traffic, lead generation, social media engagement, or sales revenue. By setting KPIs, you can track your progress and determine whether your marketing efforts have the desired impact.
  • Use Data and Analytics: Data and analytics are essential to measuring the success of your marketing plan. Use tools like Google Analytics to track website traffic, social media analytics tools to monitor engagement, and CRM software to track sales. This data can help you identify trends and adjust your tactics accordingly.
  • Report Regularly: Reporting on the success of your marketing plan should be a regular part of your process. Consider reporting weekly or monthly to keep stakeholders informed and engaged. Be sure to tailor your reporting to the audience; executives may want to see high-level metrics, while sales teams may be more interested in lead generation and conversion rates.
  • Adjust Your Tactics: Measuring your success also means being willing to adjust your tactics when they’re not working. Use the data and insights you gather to refine your marketing plan and improve your results.

As marketing expert Neil Patel said, “If you’re not measuring, you’re not marketing.” By setting KPIs, using data and analytics, and reporting regularly, you can measure the success of your product marketing plan and make informed decisions about how to improve your results.

Budgeting and Timeline

Budgeting and creating a timeline are critical components of a successful product marketing plan. With a clear budget and timeline, it can be easier to prioritise your marketing efforts and ensure that you’re making progress toward your goals. Here are some tips for creating a realistic budget and timeline:

  1. Set Priorities: The first step in creating a budget and timeline is to set priorities. What marketing efforts are most important to achieving your goals? What tactics will have the most significant impact on your target audience? Prioritizing your efforts can help you allocate resources more effectively.
  2. Estimate Costs: Once you’ve set priorities, it’s time to estimate costs. This includes not only the cost of marketing tactics but also the cost of staffing and technology. Be sure to consider both fixed and variable costs.
  3. Create a Timeline: Creating a timeline involves mapping out the sequence of tasks and activities required to execute your marketing plan. This includes milestones and deadlines and can help ensure your marketing efforts stay on track.
  4. Be Realistic: When creating a budget and timeline, it’s important to be realistic. Consider the resources you have available and the complexity of your marketing plan. Be sure to build in some flexibility to account for unexpected challenges or opportunities.

Developing a product marketing plan can be daunting, but it doesn’t have to be. Following the tips and strategies outlined in this blog, you can create a plan that effectively promotes your product and drives sales. Remember to measure your success, adjust your tactics, and stay committed to your marketing goals. With the right plan and approach, you can achieve marketing success and grow your business.

At Kadence International, we’re committed to helping businesses achieve their marketing objectives through market research. Our team of experts can help you identify market trends, understand your target audience, and develop a comprehensive marketing plan that drives results. Contact us today to learn more about our services and how we can help you reach your marketing goals.

Releasing new products is vital for companies and brands because it helps drive growth, create new revenue streams, and keep up with changing consumer demands. A product launch introduces a new product or service into the market. The term product launch is also known as product introduction or product rollout. The success of a product launch is determined by factors such as sales, customer feedback, and market share.

Teams inside an organisation that are typically responsible for launching new products include product management, engineering, design, marketing, and sales. Other groups, such as supply chain, logistics, and customer service, may also be involved depending on the product and industry.

Historical Timeline of Product Launches

The 1950s: The term “product launch” is first used. During this decade, major product launches include the introduction of the first commercial microwave oven by Tappan and the launch of the Polaroid camera by Edwin Land.

The 1960s: Major product launches during this decade include the launch of the Ford Mustang, the first miniskirt, and the introduction of the first home computer, the MITS Altair 8800.

The 1970s: This decade saw the launch of several iconic products, such as the Sony Walkman and the Atari 2600 video game console.

The 1980s: The 1980s were marked by the launch of several now-iconic products such as the IBM PC, the first Apple Macintosh computer, and the launch of the first mobile phone, the Motorola DynaTAC 8000X.

The 1990s: This decade saw the launch of several groundbreaking products, such as the first web browser, Mosaic, the first digital camera, the Kodak DCS 100, and the launch of the Sony Playstation, which revolutionised the gaming industry.

The 2000s: This decade was marked by the launch of several products that have had a significant impact on our lives today, such as the launch of the first-generation iPod by Apple, the first smartphone, the Blackberry 5810, and the launch of the social networking site Facebook.

The 2010s: In this decade, some of the most notable product launches include the launch of the first iPad by Apple, the launch of the first smartwatch, the Samsung Galaxy Gear, and the launch of the first self-driving car, the Tesla Model S.

The 2020s: This decade saw the launch of 5G networks, folding smartphones, and the Clubhouse app, which became popular in this era.

While this timeline is not exhaustive, it is also important to note that the term “product launch” is used not only for new physical products but also for services and digital products, as well as updates and upgrades to existing products.

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What factors cause a product to fail when launched?

There have been several notable product launches throughout history that have been considered disasters or failures.

One of the most widely cited examples of a failed product launch is the launch of the Segway in 2001. The Segway was marketed as a revolutionary new mode of transportation that would change how people move around cities. However, it failed to live up to the hype, and sales were much lower than expected. One of the reasons for its failure was its high cost, which made it unaffordable for most consumers. Additionally, many cities had laws that restricted the use of Segways on sidewalks, which limited their usefulness.

Another example of a failed product launch is Google Glass in 2013. Google Glass was a wearable device that had a small display in the corner of the user’s eye. The product was heavily criticized for its high price, lack of practicality, and privacy concerns surrounding the device’s camera.

Other failed product launches include the launch of the Amazon Fire Phone in 2014, which was unable to gain traction due to its high price and lack of unique features, and the launch of the Zune music player by Microsoft in 2006, which failed to compete with the dominant iPod.

While these products are considered failed launches, it doesn’t mean they were not successful on some level. For example, the Segway is still used in some niche applications, and Google Glass is used in some enterprise and industrial areas.

The percentage of new product launches that fail varies by sector. However, generally speaking, the majority of new product launches fail. According to some studies, the failure rate of new products can be as high as 90%.

In the technology sector, the failure rate for new products is estimated to be around 60-90%. This can be due to the rapid pace of technological change and the high level of competition in the sector.

In the consumer goods sector, the failure rate of new products is estimated to be around 30-40%. This can be due to the high level of competition and the need to adapt quickly to changing consumer preferences.

In the Pharmaceutical industry, the failure rate for new products is estimated to be around 80-90%. This can be due to the development process’s complexity, high research, and development costs, and strict regulatory requirements.

In the retail sector, the failure rate of new products is estimated to be around 30-40%. This can be due to the high level of competition and the need to adapt quickly to changing consumer preferences.

What have been some of the notable product launch successes?

A successful product launch is determined by its sales figures, impact on the market, and ability to change how people live. There have been several notable product launches throughout history that have been considered highly successful.

One of the most widely cited examples of a successful product launch is Apple’s launch of the iPhone in 2007. The iPhone was a revolutionary new product that combined the functionality of a smartphone with the ability to access the internet and run third-party apps. The launch of the iPhone was met with widespread acclaim and high demand, and it quickly became one of the best-selling devices of all time. The iPhone’s launch was a significant turning point in the industry and is considered to have set the standard for the modern smartphone.

Another example of a successful product launch is the launch of Coca-Cola in 1886. Coca-Cola was one of the first soft drinks, and it quickly became popular across the United States and eventually worldwide. Today, Coca-Cola is one of the world’s most recognised brands and is considered one of the most successful product launches in history.

Another example is the launch of the Post-it notes by 3M in 1980, revolutionizing how people organise their work and personal lives.

Do product launches look different for different industries?

Product launches can differ for different industries, such as FMCG (Fast Moving Consumer Goods) and technology.

For FMCG, the product launch process can focus more on distribution and logistics, as these products typically have a quick turnover and are widely available in retail stores. The process may also involve more traditional forms of advertising and promotional activities such as print, television, and outdoor advertising.

For technology, the product launch process may be more focused on product development and testing, as well as digital marketing and social media campaigns. These products may have a longer sales cycle and require more education and demonstrations to potential customers.

Also, for technology products, the product launch process may require more interactions with regulatory agencies, such as getting the product certified for compliance with industry standards.

Additionally, the nature of the products and target audience impacts how the launch will be conducted. For example, a B2B product launch may require more face-to-face interactions and product demonstrations, while a B2C launch may focus more on online campaigns and social media advertising.

Soft launch vs. full launch

A “soft launch” is a limited product or service release, usually to a select group of customers or in a specific region. A “full launch” is the official release of a product or service to the public. Other stages in product launching may include beta testing, pilot testing, and pre-launch marketing.

Whether a product launch is a soft launch or a full launch, a successful product launch is one that meets its objectives, such as reaching sales targets and gaining market share.

What should a brand consider before embarking on a new product launch?

An organisation should consider launching a new product when there is a need or opportunity in the market or when new technologies or advancements can be leveraged. Market research can help determine if there is a need or opportunity for a new product and what features and benefits customers are looking for.

Factors that should be considered before launching a new product include legal, financial, and intellectual property considerations. It is essential to ensure that the product does not infringe on any patents or trademarks and is financially viable.

When launching a new product, whether domestically or internationally, brands should consider several legal and intellectual property (IP) considerations to ensure compliance with local laws and regulations and to protect their IP rights. Launching a new product in international or foreign markets can have its own challenges, such as cultural and regulatory differences. It is important to conduct market research and to be aware of any legal and regulatory requirements in the target market.

Some of the key considerations include the following:

Patent protection: Brands should conduct a patent search to ensure that the product does not infringe on existing patents. Brands should also consider filing for patents to protect their own IP rights in each country they plan to launch the product.

Trademark protection: Brands should conduct a trademark search to ensure that the product name and branding do not infringe on any existing trademarks. Brands should also consider filing for trademarks to protect their own IP rights in each country they plan to launch the product.

Copyright protection: Brands should consider registering their copyrighted material, such as software, images, and text, to protect their IP rights in each country they plan to launch the product.

Compliance with local laws and regulations: Brands should research and comply with all relevant laws and regulations in the target market, such as product safety and labelling requirements, import/export regulations, and advertising laws.

Trade secrets protection: Brands should take steps to protect their trade secrets, such as confidential business information, by implementing non-disclosure agreements and other protective measures.

Customs protection: Brands should consider registering their IP rights with Customs in the target market to prevent counterfeit products from entering the country.

Licensing and distribution agreements: Brands should consider entering into licensing and distribution agreements with local partners to ensure compliance with local laws and regulations and to protect their IP rights.

What are the steps in launching a new product?

Important considerations when launching a new product include market research, product development, testing, and marketing. The steps include market research, product development, testing, and marketing. These steps can include the following:

Market research: Conduct market research to determine the size and characteristics of the target market, as well as identify the needs and wants of potential customers.

Product development: Developing the product based on the findings from market research, including design, engineering, and testing.

Pricing and positioning: Determining the price point and positioning of the product in the market.

Go-to-market strategy: Developing a strategy for launching the product, including marketing, sales, and distribution plans.

Pre-launch activities: Conducting pre-launch activities such as beta testing, pilot testing, and pre-launch marketing to generate buzz and interest in the product.

Launch: Officially launching the product to the market through various channels, such as press releases, product demonstrations, and advertising.

Post-launch evaluation: Monitoring the product’s performance and gathering customer feedback to make necessary improvements and adjustments.

These steps may vary depending on the product, the industry, and the target market. Also, the timing of each stage may vary, and some steps may be repeated or iterated as the product launch progresses.

How can market research help a brand launch new products successfully?

Market research can be used to gather information about target customers, competitors, and industry trends. Research methods can include surveys, interviews, focus groups, and online research. Several different types of market research can be used before, during, and after a product launch. Some of the most common types include:

Surveys: Surveys can be used to gather information about target customers, their needs and preferences, and to assess the potential market size for a new product. Surveys can be conducted online, by phone, or in person.

Focus groups: Focus groups are a way to gather information about target customers by bringing a small group of people together to discuss a specific topic or product. They can be used to gather information about customer needs, preferences, and feedback on a new product.

Interviews: Interviews can be used to gather in-depth information about target customers and their needs. They can be conducted in person or over the phone and can be used to gather information about customer needs, preferences, and feedback on a new product.

Online research: Online research is a way to gather information about target customers and the market through online resources such as social media, forums, and industry websites.

Ethnographic research: Ethnographic research is a way to gather information about target customers by observing and studying their behaviour in their natural environment.

A/B testing: A/B testing is a way to gather information about target customers by testing different versions of a product or marketing campaign with small groups of customers.

Sales data: Sales data can be used to gather information about customer needs and preferences after a product launch.

The type of market research that is most appropriate will depend on the product, the industry, and the target market. Additionally, it’s important to use multiple market research methods to understand the target market and customer needs.

Kadence International is an international market research agency with 30+ years of experience helping brands make game-changing strategic decisions. If you want to launch a product and understand how research can help, reach out! We would love to help.

Product managers and designers frequently get requests to design new products and add new features to existing products, making it difficult to determine which ideas to invest in for the best outcome. 

This is where concept testing comes into play. 

Concept testing ideas and even features for existing products before moving into implementation and design is the best way to approach a customer-centric product development process.

What is concept testing?

Concept testing is a market research method to get user feedback before bringing a new product or feature to the market. It often allows users to provide their input on potential solutions. When end users are involved in the initial product development and design phase, it takes the guesswork out of what consumers want and allows them to shape the idea before it is launched in the marketplace.

It involves putting the idea in front of real consumers and asking them to assess the product’s value in multiple areas. 

Whether the goal is to bring a new concept or product into the market, update an existing product, or change pricing or messaging, input from real customers translates into informed decision-making. This allows brands to save time, money, and resources while preventing financial losses due to failed products and also helps protect the brand and customer relationships.

In today’s highly competitive business environment, brands need to employ a customer-centric approach, and all decision-making should start and end with the consumers’ interests and preferences in mind.

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The value of concept testing

According to studies, more than 25 percent of total revenue and profits come from launching new products, which is true across industries and product categories. 

With concept testing, brands can validate an idea or vision before investing valuable resources into building something that may not resonate with its users. It also helps brands identify potential challenges in executing the idea. Concept testing precedes usability testing, which must be conducted once the refined design prototype or wireframe becomes available. Product testing is crucial and happens after the final product is ready for launch to get first-hand information on how consumers will respond to the final product. 

Launching a product or service is a massive undertaking, even for larger organizations. Research shows only 55 percent of all product launches occur on schedule, and 45 percent are delayed by at least one month. 

Therefore, brands must ensure the product resonates with the end user before launching it. Concept testing helps confirm that your assumptions around a solution or idea are correct. 

Concept testing comes after the ideation phase and is a way of testing ideas that have been developed to an extent but need further refinement and provides a more detailed understanding of the needs of your potential customers. 

Concept testing may also be used to design a complete User Experience (UX). According to studies, every USD 1 invested in User Experience (UX) design results in a USD 100 return. Providing consumers with a seamless UX is crucial for brands to stay competitive in today’s volatile market conditions. 

Concept testing should be considered an unobstructed learning process where brands open the concept up to end users to discover their perceptions —without any predefined parameters.

Benefits of concept testing

Concept testing minimises risk and is easy to set up.

Concept testing allows brands to test and understand how real consumers will feel about the product before investing time, money, effort, and resources into it, minimising the risk of product failure. 

Concept testing can help you optimise the concept before the launch.

Concept testing can provide more information regarding the potential roadblocks to implementation, consumer perceptions, price perceptions, competition, and how the new concept fits into the brand. 

It also allows brands to test multiple solutions or concepts to arrive at the best one and helps provide some information on potential market demand.

Research helps forge strong brands.

Concept testing is a great way to show consumers and investors that your brand believes in constant innovation, has a customer-centric approach, and is transparent. This helps boost loyalty and enhance brand value and equity.

Concept testing prevents costly mistakes.

Even some of the biggest brands, like Google and Coca-Cola, are not immune to making mistakes due to false assumptions about what consumers want (or do not want).

In 2012, Google first announced Google Glass —an eyeglasses-shaped head-mounted display with smartphone functionality. It was based on the premise that “technology should work for you —to be there when you need it and get out of your way when you don’t.” The brand wrongly assumed what consumers wanted from technology. In 2015, the company discontinued the product due to low market demand. 

Coca-Cola is another great example illustrating the importance of concept testing. When Coca-Cola’s flagship cola drink started losing market share to Pepsi, it changed its drink formula for the first time in 99 years. It introduced New Coke, which failed miserably. The brand reintroduced its older recipe and rebranded it as Coca-Cola Classic.

Similarly, in 1990, US-based beer Coors introduced Coors Rocky Mountain Sparkling Water to tap into the fast-growing bottled water segment but fell flat as the Coors name confused consumers. 

Concept testing boosts confidence in product launch and team buy-in.

If you have a concept but need to assure the senior team that it will work, concept testing is the best way because you can show evidence that real consumers will use it.  

The importance of well-designed questions

Over 80 percent of all new products fail, and concept testing allows brands to determine if a new product or feature is a good market fit by asking real users the right questions. 

Therefore, you must ask the right questions that will give you valuable insights into the needs and requirements of real users. Determining the metrics, you will measure in your concept testing is crucial. 

You will set your goals depending on the concept and methodology you choose, and your survey questions should aim to reach these goals. For instance, if you are testing a new type of single-serve, wireless blender, the goal is to determine if your potential customers need a product that makes smoothies on the go. The questions will revolve around understanding the consumer better and if they need a solution like this, along with any other features they might want to see in this blender, for instance, a sippy cup cover or straw to go with it. 

This is where research design comes into play, and the research questions depend upon the business need. For instance, if a brand is taking its concept to a new market segment, they need to conduct a needs analysis using qualitative and quantitative research methods. The questions will be designed to find out if the concept will work in the new market. 

Let’s say the brand is testing a new concept before its initial introduction. In that case, they need to conduct Concept Fulfillment utilizing qualitative research to determine if there is a need for the new product concept.

Some common goals brands set for concept testing are as follows.

  • Get a metric on how likely existing customers and new market segments will be to purchase the product. 
  • How the product will do based on current competition in the market, and what features will make it stand out. 
  • Learning which features would get existing customers to purchase from the brand.

These goals provide brands with invaluable, high-quality data and insights into consumer behaviours, attitudes, and preferences. 

Concept testing methodologies

Brands test concepts in many ways and all the methods involve getting feedback from potential users on the idea’s validity. It can be done via a face-to-face or remote interview. Depending on the concept and the study’s goals, it can be done asynchronously or unmoderated. 

There are four standard methods for concept testing. They are based on the number of ideas you want to evaluate.

Comparative testing

This method is used when you have more than one potential concept to test. Brands use the comparative method to see how multiple concepts measure against each other.

When using this method in a survey, respondents are asked to rate each concept against a set of criteria. Questions must be specific features that can also be ranked to determine which features are most preferred by respondents.

Monadic testing

Unlike comparative testing, monadic testing shows research participants one product or idea. 

This concept testing takes your entire target audience and breaks it into subsets, showing only one concept to each. These user-friendly tests provide a deep dive into the consumer’s mind. They also reduce bias and provide accurate results.

Sequential monadic testing

A sequential monadic survey shows your entire target audience or a subset of the audience, either all of your concepts or some of them—with at least two concepts being shown randomly.

Proto-monadic testing

Proto-monadic testing combines sequential monadic and comparison testing. It asks participants to analyze concepts and compare features to help them choose the best concept.

Steps in Concept testing survey design

When you’re ready to test your concepts, there are four steps to follow:

Choose the most suitable methodology for your business needs.

Select the best methodology depending on the scope, time, and number of features or concepts being tested.

Set a goal.

Work backwards, set a goal based on the objective and the information you want to gather from your customers, and design survey questions accordingly.

Choose survey components appropriately.

Make sure you use the most appropriate components for your surveys. From Likert scales to images and demographic questions, brands should carefully make these choices to design a survey with questions that will produce valuable data.

Identify the most promising concept.

Review the collected data to get a clear picture of the concept favoured by the target market. Dive deeper into the most desirable features to determine which concept has the highest potential for market success. 

If the data reveals something unexpected or is something you did not imagine before, feel free to change course. This is why you conducted concept testing in the first place —to ensure the concept works in the marketplace. The ultimate goal of this study is to do what’s profitable for the brand. 

Real-world examples of Concept testing

It’s one thing to determine if people want a product or service and yet another to say they are willing to open their wallets and buy the product. 

This is where purchase intent testing comes into play. This helps determine if people will purchase your product or service at your desired price.

Many brands test the product without the price first to gauge consumer interest and later add price to determine purchase intent. 

US-based Electric Vehicle brand Tesla conducted purchase intent testing for a car model before it even designed it.

In 2016, the pioneering EV automobile brand tested purchase intent for the Tesla Model 3 before it was even designed. Interested buyers were asked to put down USD 1,000 for the Tesla Model 3, and about 400,000 people ended up putting down money to book the car. The participants also provided feedback on the car, and Tesla made modifications and features based on real customer input. This also gave Tesla the confidence and the capital needed to develop the car. 

Another undefeated brand due to its concept testing research is Denmark-based Lego, a plastic building-block toy company. For years, Lego was predominantly bought for boys, so the brand conducted extensive market research to discover that boys and girls played with Legos differently. Boys preferred stand-alone structures, while girls enjoyed recreating backgrounds, scenes, and environments. 

In 2012, based on these findings, the brand launched the Lego Friends product range with cafes, salons, supermarkets, and so forth to tap into the new consumer segment successfully. 

Concept testing is a great way to evaluate and identify winning product concepts. It promotes innovative thinking and developing products, features, and pricing that resonates with end users. It allows brands to stay ahead of the competition by developing and designing concepts based on market demand and creating products only after testing the idea and getting invaluable feedback from real consumers. 

Kadence International helps leading brands make game-changing decisions. If you are looking for a research partner to help better understand your customers, we would love to help. Fill out our Request for a Proposal here.

Brand trust is one of the most valuable intangible assets of a company. Brand trust is meeting or exceeding consumer expectations by how well a brand delivers on its promises with its products and services. When a product fails to launch successfully, it can be costly and erode brand trust, which can take years to rebuild.

While product innovation is essential to building market share and customer satisfaction, products that fail to launch successfully can have the opposite effect, eroding market share, creating dissatisfaction, and sometimes bad press. 

For example, the US Food and Drug Administration (FDA) recently reviewed claims that pulse oximeters, the medical device that clamps onto a patient’s fingertip to measure their blood oxygen levels, can yield less accurate readings in people with darker skin tones. Medical professionals use these devices in ambulances, surgeries, emergency rooms, and hospitals worldwide, so it is alarming that these commonplace devices could be inaccurate. Thorough product testing with a diverse sample could have potentially detected this problem before launch and helped avoid the erosion of trust for these products. 

Recalling faulty, dangerous, or flawed products can cost a company millions and cost much more in lost brand trust. The most costly product recall to date is the Takata Airbag which is said to have cost USD 24 billion.

While safety, functionality, and accuracy are reasons to conduct product testing, it also analyzes a product concept or feature to determine how existing or potential customers will use or react to a product. 

Product testing is a research methodology that allows brands to collect qualitative and quantitative data about consumers’ potential consumption and usage behaviour, preferences, and reactions to a product.

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Product testing helps development team members measure a product’s market potential. Brands can use product testing research to determine whether a product functions as expected or whether a target audience will find value in a new product feature. Specifically, product testing helps research, marketing, product managers, and developers:

  • Gain insights: Discover valuable insights about customers’ needs and preferences, which can provide direction during development.
  • Improve products: By gathering and reviewing feedback during development, product development teams can use this information to improve products to meet customers’ expectations.
  • Save time: Product testing can help teams save time during development by identifying potential problems or risks early in the development process before launching the product to consumers.
  • Achieve business goals: Product testing helps product development teams prioritise so they can achieve key business goals, such as attracting more customers or increasing revenue.

Six common types of product testing

The type of product testing deployed can vary based on the project. Here are six common types of product testing. 

1. Concept testing

Commonly used to explore the feasibility of a product idea or concept, concept testing evaluates how the product may perform in the marketplace when launched. 

Depending on the product, concept testing often involves presentations, customer surveys, or wireframes. Concept testing can help product developers and engineers determine whether to progress to the next stage of development by evaluating responses to the idea. It can also clarify the features or functionality customers want from the product.

2. QA testing

Quality assurance (QA) testing is commonly conducted in a staged environment, where product developers test the features or functionality of a product before its public release. QA testing research teams evaluate the product using different scenarios to imitate a customer’s use. QA testing can test product updates or new features before releasing the changes to a broader audience. This type of research ensures the product works as expected and helps teams identify problems before launching the product.

3.A/B testing

With this type of product testing, product developers create two versions of a product’s feature or component and ask a research sample of customers which version they prefer. The differences in the versions may be slight, such as two different colour schemes on a product label, or they may be considerable, such as two distinct brand names. A/B testing helps product developers and engineers make design choices based on customers’ preferences. 

4. Market testing

Market testing introduces a product to customers to assess the market potential. Market testing is finding the optimal landscape, at what price point to sell, and which types of customers fit best. The product and research teams typically release the product to customers in different geographic areas and/or demographic groups, such as Gen-Z. Market testing can help product development teams measure the potential success of a product in the market. Market testing is often used to forecast product sales, plan advertising campaigns and determine effective distribution strategies.

5. User testing

User testing is research after the development team has built the product. Product development and research teams perform user studies by observing how customers interact with their products. They gather data and information based on customers’ experiences with the product to determine whether to make changes in future product releases. 

6. Regression testing

Regression testing occurs after customers have begun using the product. During regression testing, teams test the current features of a product to help them determine the features they want to add or update. While some existing features may remain, regression testing helps product development teams determine if newly added features impact the current product’s functionality.

Product testing best practices

There is rarely a one-size-fits-all when it comes to product testing. To get the most from your next (or first) product test, it is always best practice to speak with experts in the field. 

  • Use different methods: It’s helpful to use different product testing methods to provide clear direction throughout all phases of development. For example, your product development team may use concept testing to determine the viability of a product idea, A/B testing to assess its design, and QA testing to ensure the product functions as expected.
  • Refrain from making assumptions: Though it’s helpful to develop a hypothesis before product testing, refrain from making assumptions about how customers may use or react to a product. This mindset allows you to evaluate data objectively.
  • Test successful products: While it’s important to conduct product testing to identify potential problems or risks, it’s also helpful to test successful products to learn what’s already working well. Collect this data through product testing and use that information when developing future products for continued success.

Launching a new product into an existing market, releasing new features, or launching a current product to a new audience is an exciting time for a brand. Product launches come with a certain amount of risk. With the right product testing research, you can swing the pendulum in your favour, make sound strategic decisions and maximise optimal returns.