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:
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- Sales Enablement: This section describes how sales teams will be equipped to sell the product and the resources they will need.
- 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.
- 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.
- 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:
- 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?
- 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.
- 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.
- 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:
- 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.
- 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.
- 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.
- 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.
- 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:
- 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.
- 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.
- 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.
- 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.
- 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:
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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:
- 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.
- 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.
- 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.
- 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:
- 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.
- 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.
- 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.
- 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.
Each year, an average of 30,000 new products enter the marketplace (that’s enough to fill the average grocery store!), and 70% will fail to sustain or grow sales in the first two years.
How does a brand ensure that a new product stands out in the sea of competition? How does it increase the odds of success?
The key is to avoid a one-size-fits-all approach and instead get the correct product in front of the right customers at the proper time.
To achieve this level of specificity, brands must use proper market segmentation. This practice allows a company to focus its product development and marketing efforts narrowly.
What is market segmentation?
At its most basic, market segmenting is breaking a broad swath of potential customers into smaller customer groups with similar characteristics. A company can then design products and marketing campaigns tailored to the needs and interests of a particular target market.
Few companies have the resources to sell to a mass market. Most must focus their efforts to meet more limited budget constraints.
Market segmentation identifies the many different reasons people purchase products to help companies make smaller investments with more significant returns.
The more that a brand can narrow the audience for a new product, the more likely it can successfully sell to them. Rather than trying to persuade a generic customer base to buy a product they may or may not want, you can place the product in front of people who need it.
Benefits of market segmentation
Market segmentation provides valuable customer insights that can be used to create many positive business outcomes.
● Product development: By identifying narrow market segments and researching their specific needs, brands can create products that satisfy those exact pain points. These specialized offers will have little to no competition.
● Business growth: The more a company understands various market segments, the more it can expand by moving into new geographic areas, offering complementary products to existing customers, or creating new products to appeal to a previously uninterested audience.
● Optimized marketing: Using the insights from segmentation research, marketing teams can create highly targeted messages on the most relevant platforms. Even
better, they can make calculated decisions about media spend to reduce costs.
● Better distribution strategies: Knowing where and when your customers shop can help you change or tweak your distribution strategies to streamline and save money while improving customer satisfaction.
● Customer retention: Done well, market segmentation can create brand loyalty. When you’re able to anticipate and address a customer’s needs at every turn, they are far more likely to become repeat buyers and brand advocates.
A company that takes the time and energy to cultivate a deep understanding of its customers is almost guaranteed to have a competitive advantage. It’s far more likely to expand its market share and profits.
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Types of market segmentation
There are four main types of market segmentation, each of which offers a different method for identifying clear attributes unique to a particular group of customers.
Geographic segmentation
It can be helpful to group customers by a specific area—from a country down to a neighbourhood.
This approach is particularly effective for products and services that address localized concerns. This may include items affected by the weather (lawn care, clothing) or regional preferences (cuisine, sports, or other recreational activities).
To use geographic segmentation, break down potential customers by identifying characteristics such as state, county, zip code, climate, primary language, or population density.
Demographic segmentation
It’s helpful to group customers by quantifiable factors like age, income level, family size, religion, race, nationality, language, educational level, marital status, occupation, home ownership, political party affiliation, or income.
Demographic information is generally easy and affordable to access, which makes this type of segmentation one of the simplest to use.
A product may use demographic segmentation to position itself as the best solution for a specific type of person (for example, married men, 30 to 40 years old, who have a full-time job earning $100,000 or more and own a home).
Demographic segmentation may not be detailed enough to create distinct product differentiation. That’s why it’s often combined with another type of segmentation to narrow the customer group further.
Psychographic segmentation
One of the most detailed forms of market segmentation divides customers based on qualitative traits. These details can’t be easily measured like demographics and include things like values, habits, attitudes or opinions, personality, lifestyle or social status, and hobbies or activities.
Gathering psychographic information requires more effort and can be achieved using surveys, focus groups, interviews, and social media monitoring.
Once you’ve identified shared psychographics for a particular market segment, turn it into a statement. For example, “we help busy moms who want to serve their young children a home-cooked meal in 30 minutes or less.” Then, ask your target audience whether the statement resonates with them.
Very often, marketers like to combine psychographic segmentation with demographic segmentation to create very distinct customer groups.
Behavioural segmentation
Finally, another popular method of market segmentation is based on customer behaviour during the buying journey.
Behavioural segmentation considers actions like when shoppers become customers (acquisition), how customers use the product or service (user journey), how frequently they use it (engagement), how long they continue to use it (retention), and how often they make new purchases (loyalty).
This method can be complicated to execute but is likely to generate beneficial insights. It’s often the best way to identify opportunities for new products or markets and for improving existing offerings.
How to validate a segment
To be worthwhile, a segment must be clearly defined and unique. To test whether your potential market segment makes the grade, ask yourself these questions:
- What does this segment value most about a product like ours?
- What is the number one reason this segment chooses to buy a product like ours?
- What is the buying journey for this segment (what content, platform, features are crucial)?
The answers to these questions must be based on data from actual research, not just your intuition or anecdotal experiences.
If you can easily and with great detail answer each of these questions, then your segment has great potential to be actionable and profitable.
If you don’t have clear answers, however, then you likely need to do more research or further refine the segment.
How to segment the market for a new product
The market segmentation process isn’t complicated. There are two major components—creating segments and executing a go-to-market plan—and a few significant considerations at each stage:
Customer Segments
- Set an objective for what you hope to achieve through market segmentation (create a new product, better serve existing clients, find more profitable customers, etc.).
- Identify which segmentation type or combination of types you’ll use, and assess the viability of your proposed market (Is it too large? Is it large enough?)
- Conduct research by collecting hard data and anecdotal evidence related to your preferred segment. Avoid rushing this stage because it is the most crucial component of quality segmentation.
- Compile your research and use it to determine which new products or marketing approaches you’ll use to target this segment.
- Validate the offer or messaging with a representative sample of the segment using surveys, focus groups, and polls.
Go-To-Market Plan
- Develop a launch plan using marketing and sales strategies relevant to the target segment.
- Test the effectiveness of your strategy by implementing conversion tracking early.
- Continue to execute the plan and monitor the results over time, adjusting as necessary.
To ensure the best results, companies may want to invest in marketing software. Many products will automatically segment customers into relevant groups, analyze the segments using interactive charts, and provide third-party data to improve results.
Market segmentation best practices
As you execute a market segmentation plan, watch out for these common mistakes that can negatively affect your results:
● Unaligned segments: The markets you target must harmonize with your company’s strategy and structure, rather than trying to conform your brand and offer to suit the segment.
● Segments that are too broad: Failing to make the segment narrow enough will allow the competition to gain an advantage by targeting a more clearly defined and like-minded portion of your segment.
● Segments that are too narrow: Focusing on too small of a segment will significantly limit the return on investment of your time and money.
● Too many segments: It’s tempting to pursue all of the potentially profitable segments you identify, but this can dilute resources and negatively affect revenues.
● Targeting people, not money: A perfectly aligned and well-sized segment is useless if its members don’t possess sufficient buying power. Focus on market segments that will create a positive ROI, even if they aren’t the largest or most glamorous.
● Never updating segments: People change, and those changes can come quickly in today’s global, tech-savvy world. Frequently revisit your segments and adjust as needed to remain relevant and competitive.
Market segmentation is a highly effective strategy, and it isn’t complicated. It can be time-consuming, however, and may be challenging if it’s a new approach for you and your marketing team. Expect mistakes as you execute this new approach.
Stick with it, though, because segmentation is an incredibly valuable process that shows customers that you genuinely understand them. Providing tailored products and messages that resonate with your customers’ specific needs will help your brand grow exponentially.
When launching a new product to market, it’s imperative to be prepared with relevant information. You need a deep understanding of your market, how your products will benefit that market, the potential challenges you might run into, and much more.
This is why it’s so important to write an in-depth, professional, and relevant market research report. Not only to gather and display all the right information but also so that you can share that information clearly and easily with people within and outside your organization. This is important for a wide range of different reasons.
In this article, we’ll look at why market research reports for product launches are so important and show you how to do it as effectively as possible.
Why market research reports are important
Conducting a detailed and relevant market research report before you launch your new product is a good idea for all kinds of reasons. Here are some of the main ones:
- Get buy-in from senior decision-makers. When launching any product, you’ll always want the full support of the top decision-makers at your organization. This can be a tricky thing to acquire, especially if your team is relatively unproven. A detailed and informative market research report can be the deciding factor in winning their support, convincing them that your product is well-placed to succeed, and making it much easier to achieve your goals.
- Learn more about your customers and target audience. One of the main reasons to conduct market research is to understand your prospective customers in more detail. The work you do to compile a report will give you a clear and detailed understanding of what your customers want, what they already like, where they conduct their own research, and much more. This will arm you with the insights and knowledge you need to launch your product confidently and successfully.
Discover ideas for new products and how to improve existing ones. When you research your target market, you’ll likely stumble upon inspiration for new products in addition to the one you’re planning to launch. The feedback you get from your research will also be laced with ideas for improving and tweaking existing products
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How to write a market research report effectively
In the rest of this guide, we’ll show you what you need to do to ensure your market research report is as detailed, relevant, and valuable as it possibly can be. Let’s start with the type of information you need to include.
What you need to include:
Buyer personas
This is a crucial part of getting to know your customers and the different groups they fall into. You should start by researching your target market members as much as possible through a range of channels — interviews, social media research, email surveys, and more. Then, divide them into demographics and create a detailed persona to represent each one.
This is an incredibly valuable step because it allows you to break down your market and make broad predictions about each group’s preferences, pain points, habits, and desires. If done right, this helps you target your future marketing much more accurately and effectively.
Understand your competitors
Getting to know your competitors is a key element of market research. It allows you to understand what you will be up against when launching your product and what segments of your market might be easier or more difficult to sway from their loyalty to your competitors.
Your research report should contain detailed information about each of your competitors and what they offer. What do their products lack that yours can provide? Why do your customers go to them? How dominant are they in your market? What kind of loyalty do they command? What are some of the keys to their success? All this will help you understand what you’re up against and strengthen your chances of success.
Who did you talk to?
Much of your market research will involve talking to various people and groups of people in situations like focus groups, interviews, and surveys. It’s important to document this side of your research carefully and include it in your market research report. Be sure to break down the people you spoke to into demographics and be as specific as possible — try to align this with your buyer personas.
This will help you understand what different demographics want, identify any areas you may have missed, and see any opportunities for segmentation or expansion, as well as providing clear visibility into your research process and allowing you to justify your findings and decisions to other company members carefully.
Clearly show what will happen next — how will you use your findings?
When you present your market research report to decision-makers in your organization, their primary concern will be what you want to do with it. Research is only valuable if it has a practical application, which should be a key element of your report.
It’s best to be specific — create plans and roadmaps for campaigns, build strategies, and include timelines and carefully researched cost estimates. If you can present a clear and viable plan for your product launch, it will be much easier to gain the support and buy-in of the higher-ups in your company. Be ready to defend and justify these plans.
Primary vs Secondary Market Research
There are two main types of research you’ll need to do when preparing your market research report: primary and secondary. Here is the difference:
- Primary research. This refers to the first-hand information you have gathered during your research — straight from the primary source. Examples include interviews with individuals, focus groups, surveys, and information from sales teams. It helps add a human touch to your research, incorporating real people’s distinct voices and opinions.
- Secondary research. This is data that your company didn’t personally collect but is available in the form of things like public records, trend reports, and market statistics. While it lacks the specific human element of primary research, it’s a great way to gain valuable overall insights about your target market without having to conduct huge research projects yourself.
Convincing company decision-makers with your market research report
One of the most essential functions of a market research report is to convince your company’s key stakeholders that you are prepared for a product launch and have everything in place to begin the process successfully.
When creating your report, you should always have this goal in mind. Here are some ways to do that:
- Always clearly tie your research for business outcomes. For every conclusion your report reaches, explain what this means for the business and what concrete actions you will take as a result.
- Use as many stats and as much hard data as possible. Clearly express this data in the form of graphs and other visual aids. Show where your data came from, how you collected it, and how your findings will impact your product launch.
- Consider using Porter’s 5 Forces Model. This business model is aimed at understanding and explaining the fundamental market forces at work in any given industry. It can be illuminating to tie your research into this model.
A well-researched and detailed market research report is an essential part of a successful product launch strategy. It allows you to clearly understand your market, formulate concrete plans and strategies, and gain the support of your organization’s decision-makers.
Without one, you’ll be plunged into the dark, facing the monumentally challenging task of launching a product without the support of extensive research and data.
To find out more about how Kadence can help you prepare a market research report and launch your product with confidence, contact us.
Food packaging is a vital and growing industry. The global food packaging market size was $304.98 billion in 2019 and is projected to reach $463.65 billion by 2027 — this is an area that no Consumer Packaged Goods business can afford to overlook.
There are many reasons why your choice of packaging is so important. Increasingly demanding customers, regulatory concerns, and the need to stand out in crowded and competitive marketplaces are just some examples.
This article will look at why it’s so important to get food packaging right, explore some of the challenges facing companies, and show you how to package your food as effectively as possible.
Why it’s so important to get food packaging right
The growing consumption of packaged food
People are eating more packaged food — the U.S. packaged food market is predicted to grow at a CAGR of 4.1% from 2021 to 2028. There are many reasons for this continued growth — e-commerce, the rise of packaged vegan alternatives, and increasingly hectic lifestyles that keep millions of consumers on the go and forced to rely on store-bought, convenient food.
All this means that packaging is increasingly important. Packaging manufacturers need to keep abreast with trends and ensure their packaging does enough to stand out.
Increasing environmental concerns and pressures
Consumers are more concerned about the environment, and their impact on it, than ever before. This has led people to be more mindful about their packaged food and to gravitate towards packaging that is more eco-friendly, recyclable, and which can prove this to them.
Companies that fail to take this into account, and persist with packaging which is obviously bad for the environment, will struggle to hold onto their more eco-aware customers as their competitors embrace greener packaging.
New technologies like Augmented Reality
Emerging technologies like augmented reality bring a whole host of compelling use cases for food packaging. Companies who can weave this technology into their packaging stand to get a major head start over their competition, wowing their customers with never-before-seen tricks and features and standing out in an entirely new way.
Protection
In the wake of the COVID-19 pandemic, people are more concerned than ever about hygiene and food safety. The right packaging is necessary to guarantee fresh, high-quality food for customers. Companies that fail to do this stand to face big reputational hits and high-profile incidents. In addition, the right packaging also helps to extend the shelf life of products, widening the window of time in which they can be bought.
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Marketing challenges and things to keep in mind
Meeting these challenges around food packaging can be tough. Companies today are faced with a wide range of challenges and things to consider when packaging their food. Here are some examples.
Standing out
As the food packaging market continues to grow, you’ll need to focus harder on grabbing your customers’ attention and competing with other brands and their packaging on the supermarket shelves. It’s no longer enough to go with basic, unimaginative packaging — even recognised and established brands now have to work hard to seize and maintain the spotlight.
Including all relevant information
Today’s consumers want to be informed. They are more environmentally conscious, health-conscious, and demanding than ever before. This means they are hungry for detailed information about where your product comes from, how it was made, exactly what it contains, and more.
Costs
As packaging becomes more advanced, sustainable, and detailed, it also often becomes more expensive. As you evolve your food packaging, you also need to consider the impact on your bottom line. Figuring out how to create the best packaging possible without taking an unacceptable financial hit can be a major challenge.
Preserving food
Ensuring your packaging keeps food as fresh as possible to prolong its shelf life has always been a big challenge for manufacturers. Developments in packaging technology have made this easier and more effective than ever before, but you have to balance this with using sustainable materials, saving costs, and promoting your brand.
How to do market research for food packaging effectively
The only way to ensure you succeed with food packaging is to conduct extensive market research in all the right areas. This helps you establish what your customers want, how feasible it would be to deliver, what your competitors are doing, and much more. Here are some guidelines for conducting effective market research for food packaging.
Get familiar with emerging technology
New technologies can provide impressive benefits for packaging. For example, Kadence partnered with Asahi to test augmented technology in packaging market research. We showed a group of customers an augmented reality model of Asahi’s packaging design, allowing them to get a real, lifelike feel for the beer from their own homes. As a result, they were able to provide more detailed and useful feedback compared to customers who only saw a 2D image.
Be rigorous with costs
Packaging costs can quickly mount up and seriously eat into your budget. It’s essential to be clear on how much your packaging will cost and ensure this is affordable. Advanced packaging can be expensive, and sometimes the extra cost isn’t worth the additional benefits.
Get to know your customers and what they want
As with all market research, the most critical step is understanding your customers and getting familiar with their pain points and what they want. Talk to them extensively through surveys, focus groups, online interactions, and use secondary research on existing market trends.
For example, if you find that your customers are particularly concerned about the environment, it’s a sign to focus more on eco-friendly packaging and to promote this in your marketing. If your customers are concerned with nutrition, be sure to highlight the health benefits of your product in your packaging.
Identify opportunities for upselling
Market research can be an excellent way to discover opportunities for upselling existing products and even find ideas for entirely new products. Your packaging, if done right, can be used to promote other products in your range and be a marketing channel in its own right.
However, the only way to achieve this is to conduct proper research, ensuring you understand all possible opportunities and identify demand in the right areas.
Discover and follow trends
Today’s customers have high demands for brands. People want eco-friendly packaging, detailed information about nutrition and health, and the latest in smart packaging.
Some of your market research should focus on identifying these trends and learning more about what your specific customer base is passionate about and considers essential. This way, you’ll be able to create packaging that satisfies their demands and signals that you’re the kind of company they want to support.
Develop a strong brand voice and personality
Your packaging is the first thing your customers see about your brand. It should boldly state who you are and what sets you apart from everyone else, and clearly embody your brand’s personality.
Developing a voice for your brand takes time, but market research is a central component of that process. Your research will shed light on who your customers are, what niche you occupy, and what makes your brand and products unique. This way, you’ll be able to establish a strong and distinctive brand voice and let it shine through in your packaging.
Market research is a long and incredibly important process for all kinds of reasons, and food packaging is just one area of this.
At Kadence, we help consumer goods companies with market research and packaging solutions, enabling them to succeed and use their resources as effectively as possible. To find out more about how we can help you do the same, contact us.
How is your product received by consumers or business decision-makers? What are the pros and cons of a change in an existing product feature or new varieties of your current big-sellers? Why is a product failing to perform? You want to tweak a formulation, messaging or packaging to cut costs or reach new audiences – but will that scupper or supercharge your sales? The answers to all these questions can be found in product testing research.
What is product testing?
With product testing, we’re not looking to establish general consumer attitudes or behaviours. Nor is this about standing up a new concept or looking for gaps in the market. The primary job of product testing is to tell us how people respond to an actual product – including how they use it and what they think its qualities are – allowing brands to decide whether and how to market it.
When should I do product testing research?
Let’s look at the natural marketing life-cycle to explain how product testing research can support the emergence, and successful exploitation, of a product – and place it in the context of a wider field of market research:
- Ideation – dreaming up an idea worth pursuing. Research helps identify unmet consumer needs, value-chain opportunities, potential applications of innovation and new markets.
- Screening – a rigorous approach to deciding which ideas are worth pursuing, again drawing on research and feasibility work, and assessing potential audiences.
- Concept testing – seeing how the manifestation of ideas might work in the market, leading to additional screening out of less viable concepts.
- Prototyping – designing products to prove mass production feasibility, form factors and feature sets.
- Early product testing – evaluating consumer attitudes to the product itself, either in controlled settings, in the field or in everyday contexts; typically unbranded or with highly simplified packaging.
- Late product testing – which might include feedback from earlier tests to refine messaging, packaging and final form factor.
- Testing iterations of a product to forecast the impact (on sales and usage) of changes to features, formulations, targeting and marketing – often in response to changes in sales patterns or negative customer feedback.
In other words, product testing is distinct from concept testing. It’s all about refining the delivery of something that is (or soon will be) a finished product. This might include changes to feature sets, the marketing pitch, pricing, ideal target audience and other details. It’s not so much whether the product works – it’s how the product will work best.
Use cases for product testing research
In summary, then, you can apply product testing to:
- Find out how a close-to-final version of a new product might perform.
- Tweak that product to optimise its performance on launch.
- See how a new product is performing post-launch.
- Test the effect of changes to product design or presentation.
- Evaluate or explore how a product is marketed.
- See how well consumers in a new market will accept an existing product.
- Undertake ‘penalty analysis’ to see which qualities, when changed, alter consumer options about a product.
Product testing in action – a case study
One way to think about the value of product testing is as a way to optimise the introduction or evolution of a particular product. A good example is work we’ve done with a beverage brand to launch a new range of iced teas. The client wasn’t launching a brand-new product – they had worked up some new flavours and wanted to know which they could launch successfully, how these might affect brand perception and what consumers made of them.
There were eight formulations to be tested. We added in an established variant to act as a benchmark, giving us a way to test the relative strength of the products. We measured various metrics with consumers to provide comparable scores as a key insights.
The product isn’t necessarily going to change in this case. It’s a chance for the client to check which variants might work best, to optimise the roll-out and then make minor refinements if the research delivers consistent feedback on particular elements. How research subjects describe the teas might also help shape marketing and packaging for instance.
In other cases, clients might test out product names and straplines on consumers while they’re testing the product to create a range of possibilities, not just on the branding and marketing, but also on likely target audiences and even pricing. Does the product live up to a premium positioning? Or will it chime with more down-to-earth messaging?
The role of product testing guidelines
We work with many clients that have well-established product testing guidelines – a set of standards that enable them to better evaluate products over time and give them clearer benchmarks for making decisions. For large corporates in particular, the product testing research project is an exercise in generating fairly standardised numbers – data that fits a well-established, almost algorithmic approach to evaluating potential product performance.
When this isn’t the case – or if the guidelines are relatively basic – it’s a good idea to establish some clear ground rules at the start of a project to ensure it delivers insights that will shape client decisions. You might need to agree:
- How the product should be stored, prepared, presented and used.
- The audience it should be tested with, and how to recruit them.
- Where to conduct tests with participants (see below).
- What metrics to record.
- How to record their experiences – and other feedback.
- The research methodologies that will work best.
- Whether to use a control product for comparative purposes.
Introducing a framework helps everyone understand what success looks like for a product: for it to go forward, what will the research need to show? Is it being on par with an existing or rival product on overall performance? Does it need to be statistically stronger on key metrics?
In some ways, it’s akin to a science experiment: you outline the aim (proving it’s better than the existing product) based on your prediction (the product design); we provide a sound, rigorous methodology to test that assumption (the research); and the result gives conclusive result to tell you how to proceed.
How does product testing work? Where and how to test
Different objectives of product testing will suit different methodologies. A lot depends on what brands already know about the product and the way it’s perceived; on what they want to learn from the tests (see below); and the type of product under review.
There are broadly three environments to conduct product tests. Let’s look at the use-cases and the pros and cons.
1. Central Location Testing (CLT)
This is where participants are invited to a facility to undertake the test. This is ideal for evaluating products in controlled conditions, especially when testing a variety of use cases. It’s also suited to products that won’t be used as much in the home – especially in food outlets, for instance.
A good example would be a new foamless cappuccino we tested. To get comparable results, the same machine was used in different central testing centres, with the client providing an expert barista to produce the same product every time.
CLT is ideal for evaluating products under controlled conditions – testing different fragrances, say, is hard if the conditions allow for cross-contamination of scents. But it’s also very useful where confidentiality is important. We set up a CLT in a hotel, for example, so that a new tech product could be tested by invited consumers without the design leaking. Non-disclosure agreements might be a feature of any product test, but for this kind of commercially or technologically sensitive research, the controlled setting can be helpful too.
The other advantage of CLT is liability management. Some products – foodstuff and cosmetics, in particular – might cause adverse reactions with test subjects, and it’s easier to screen and monitor them on-site.
You can find out more about central location testing in our guide.
2. Street Intercept Testing (SIT)
This is literally grabbing participants in an ambient setting for a few minutes to get them to try something and test their reactions. This works well for relatively simple research – the questionnaire will need to be relatively quick in a supermarket or street setting – and for targeting particular participants. Testing a new cheese at the deli counter in a supermarket would be one application.
It’s also ideal for capturing insights within specific use locations – when a central facility would be a little abstract. We worked with a sports beverage brand to test a special protein-rich drink. The use-case is post-exercise, so intercepts with the target market in a gym setting yielded much more insights than a central location could have.
3. In-Home Testing (IHT)
For many products, the consumer’s home (or, in some cases, their workplace) will be the usual usage location. Getting the products into the home for a period of use, then running online, telephone or face-to-face follow-up questionnaires is a great way to see how they work ‘as intended’.
In-home testing tends to be ideal for more sustained testing. The taste of a new iced tea or reformulated cheese can be tested fairly immediately. But a toothpaste, cleaning product, in-home device or even lightbulb, will only reveal itself properly over a few days’ use. Out of the control conditions, we can learn more about how good instructions for use are; we can see how consumers might use the product in their daily lives or in combination with other products; and we can monitor evolving opinions about the product as they get used to it.
Obviously in-home testing has been popular during Covid-19 lockdowns – not least because many products are now being consumed or used in the home that might otherwise have been ambient products; but also because centralised or street intercept tests have been harder to run for biosecurity reasons.
Note also that IHT allows for different research methodologies. As well as post-use surveys, we can get consumers to keep diaries of use, highlighting a wider variety of situations and providing more qualitative inputs.

How to do product testing
Where to start
For many companies, product testing isn’t the start of their journey with us. This kind of research is often part of a much bigger engagement process around a brand or product line; or it might be commissioned by a brand we already do different kinds of work with. So the starting point is rarely a cold introduction to a product.
But even with some engagement beforehand, the first step in product testing is to look at the product and the client’s requirements, and then design an approach that will answer their key questions.
For some, those questions will be extremely precise. For example, one detergent brand asked us to test out a new toilet cleaning product. They knew exactly what segment they wanted to target – ABC1 consumers in their 30s and 40s who were already familiar with the brand – and even the methodology they wanted (in-home testing).
That’s largely a logistical challenge – getting the product and a control cleaner into their homes, in plain packaging, so they can be tested side-by-side; then running an online survey to generate some quantitative data and some qualitative feedback comparing the product to a known comparator.
Another example might be a commercial-kitchen mayonnaise we tested. The client was keen to assess not just how the product performed against other formulations of mayo, but also what professional chefs thought of it in different applications. Will it be at least on par with the existing product? What recipes or dishes did it suit? And how did it compare commercially?
One thing to bear in mind is that you should be testing for things you might change as a result of the insights we generate. Knowing what can change (from packaging and marketing, to cosmetic attributes or even key design features) as a result of the research findings – and what you definitely can’t alter – will ensure the tests are focused and useful.
Methodology reflections
We find that CLT is generally better for ‘sequential monadic’ testing. ‘Monadic’ means the consumer is evaluating a single product, and this is obviously possible in any environment. Even ‘paired comparison’ testing – head-to-head – can be done in-home. But sequencing the comparisons scientifically (standalone, then in head-to-head, for example) often generates more reliable data.
In terms of participant recruitment, clearly targeting the audience accurately – whether in the field, via lists of consumers, or panels – is key. They are often motivated because they receive free products. But in some cases, especially with the more in-depth or time-consuming studies, the chance to earn money is also a motivator.
Hard and soft questions
Product testing can answer a lot of questions. For seasoned clients, they’re often very precise ones – they’re seeking standardised data on usage and performance that will help them contextualise the product within a portfolio.
A good example of a ‘hard’ question might be pricing. Using techniques such as the Gabor–Granger method (to understand price elasticity) or the Van Westendorp Price Sensitivity Meter (which creates an optimal price point for a given audience), research can reveal a lot about the economics of a product.
Hard questions like that are often central, even when we’re working with smaller companies that are looking to take a product from prototype to production and need to calculate the risk/rewards involved.
Smaller companies, however, are more likely to be asking ‘soft’ questions, too, where quantitative surveys are augmented with qualitative insights. They might be trying to learn more about consumer attitudes to the category as well as the product; or develop a deeper understanding either to tweak the product being researched – or inform future innovations.
A good market research agency can really help with this part of the process. For example, in some companies there might not be rigid product testing guidelines in place. But by explaining what they need to know to market the product, what they might be able to change about it and what they’re not sure about, we can help companies come up with fieldwork that will deliver clear metrics and provide answers to their key questions.
What’s the outcome?
A well-planned, well-run product testing project is rarely just looking for a blunt ‘go/no-go’ answer to a product roll-out or adjustment. Although many big brands have a well-established formula for conducting product tests – designed to plug data into their tried-and-tested algorithms – even these clients will often use the test as an opportunity to learn more about the product in different dimensions.
Sometimes that’s just a by-product of a sufficiently expert and thoughtful product test. As market research professionals, we learn a lot more about products during tests than the raw data suggests. Often it’s the degree of flexibility the market research team brings to the product test that makes it most valuable.
That’s true whether the primary objective is standardised data on product attributes – or semi-quantitative work with a healthy dose of qualitative inputs to shape decisions. By making sure the parameters for the product’s adaptation are clear and the questions about it well framed, we can ensure the right blend of methodology and insights meet the client needs.
A good example of that would be taste tests for a new formulation at a chocolate brand. ‘Super tasters’ working at the client will arrive at some finely calibrated formulation, created to be aligned to brand values and differentiate the product. But it’s ordinary consumers whose verdict will shape its ultimate success.
Looking to embark on product testing research?
With experience in product testing research, we can combine the inputs and recommend robust methodologies to make sure the product hits the sweet spot in the market. Find out more about our product testing capabilities or get in touch to discuss with our team.
Launching a new fast-moving-consumer-goods (FMCG) product is a process wrought with challenges and notoriously difficult to pull off successfully. In fact, it’s such a treacherous domain that approximately 80-85% of all FMCG launches fail! So how do you successfully launch a new FMCG product in the market?
Companies need to do all they can to maximize their chances of success when it comes to launching their product. This means getting all the different stages of the process right, investing the right amount of time and resources into planning, and making use of all the tools and knowledge at their disposal.
In this article, we’ll show you how to launch a new FMCG product in the market successfully. To do this right, you need to start at the very beginning by considering what makes any FMCG product successful.
What makes an FMCG product successful?
There are a number of factors that successful FMCG products have in common. Let’s take a look at 3 things that separate good products from failures.
They’re distinct
Successful FMCG products have to offer something that sets them apart from all the other similar products on the shelves. However, this can be a tricky balancing act — you don’t want your product to be so different that it moves away from what the customer wants.
If, for example, you’re selling a brand of instant coffee, you know your customers want some variety of coffee that they can pour into a mug and get a fresh beverage in seconds. But at the same time, you want your product to stand out and offer something more than all the other instant coffee brands.
Brands that can strike this balance right and create a distinctive FMCG product that continues to delight the customer will be on the road to success.
They’re what people want right now
The FMCG space is defined by being in a constant state of change and flux. Innovation is happening all the time, and people’s tastes are constantly changing.
Successful FMCG products are able to tap into trends and popular demand, giving customers what they want right now as opposed to what they wanted five years ago. For example, as people become more health-conscious their taste in snacks has changed. The companies who picked up on this change in demands and adapted their product offering to include healthy, low-calorie, high-protein snacks were the ones most able to adapt and succeed in a changing market.
They persist
In a market where goods go in and out of fashion quickly, brands that can stand the test of time are at a huge advantage. Household names like Coca-Cola, L’Oréal, and Nestle are household names because they’re masters at staying relevant and in-demand in markets that are prone to constant change.
Doing this successfully requires an intimate knowledge of your market and customers and a knack for constantly delivering even as tastes and trends evolve.
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Why do FMCG product launches fail so often?
There are lots of reasons why launching an FMCG product is so hard and why so many fail. Here are some of the main reasons FMCG launches tend to come up short.
It’s a competitive space
There’s no getting around it — there are lots of FMCG products out there. When you enter this market, you’ll be competing with many other brands, brands that have often been in the game for many years.
If you don’t get it right from the very beginning, you’ll never be able to effectively compete and your target customers will go straight to the brands they have been using for as long as they can remember.
Failure to use data and market research properly
Today’s businesses are blessed with more data than ever before in history. Much, much more. And this can be augmented by wider market research to understand the market, the key trends at play and reactions to your concept or product. If used correctly, this data and insight allows you to better understand your customers, and launch a product that takes the market by storm.
Unfortunately, many FMCG brands fail to tap into that rich reservoir of data, missing out on the advantages it offers and instead launching a product that isn’t closely aligned with what customers want.
Development costs and lack of funding
Another characteristic of FMCG launches is that they’re expensive. Developing a successful FMCG product can cost a huge amount of money, and this typically requires a lot of reliable funding and investment.
If you fail to secure enough funding for your project, you’re setting up the entire launch for failure.
Failure to understand timescales and stick to them
Launching an FMCG product involves a huge number of moving parts and deadlines. If you aren’t careful, it’s easy to mess this up and end up falling behind the dates you promised.
One clear example is shipping times. If your product fails to reach your customer within the time they expect, you’re creating a recipe for canceled orders, damaged reputation, lost money, and a failed launch.
Failure to understand the importance of constant innovation
The FMCG space is defined by constant, ongoing innovation. Companies are investing vast sums of money into making sure their next product is enough to stand out from the fierce competition and keep customers delighted. To survive and succeed as an FMCG brand, you need to be constantly learning, adapting, and innovating. It never ends, and it’s the only way to avoid failure.

How to launch a new FMCG product in the market successfully
Understand the market and your customers at the outset through market research
Understanding your customers and the market is absolutely critical when thinking about how to launch a new FMCG product in the market. You need to know as much as possible about your customers’ pain points, desires, their demographics, what they’re already buying, and more.
Understanding the broader market you’re operating in is important too. This can help you identify trends to capitalize on and size the opportunity for your FMCG launch.
This research should take place long before the product launch, in the initial stages of planning to help inform the ideation process.
Testing, testing
Research is also important later in the process when it comes to testing your ideas with consumers. Quantitative concept testing can help you whittle down your ideas and select the ones with the best chance of success to take forwards. Qualitative concept testing can help you to further refine those ideas in line with consumer wants and needs. There are also other elements of research to consider further down the line once you reach the prototype stage, such as pack testing, central location testing or test tastes to optimise your product ahead of launch.
You can read more about what research you need to consider at each stage of the new product development process in our guide.
Get your marketing right
Effective marketing is a crucial element of every FMCG product launch. Use insights from the NPD process to guide your messaging – on the pack, at the point of sale and in your marketing and comms – to cut through with consumers and steal share of market.
Always be learning
Testing should be an ongoing process — make sure you continue to test, measure and learn, even after the product launch. Collecting data, and making tweaks in response to the feedback you receive can help inform product relaunches or line extensions to keep you at the forefront of your category.
Launching an FMCG product is no mean feat. It’s famously hard to pull off, and statistically most brands who attempt it fail. But that doesn’t mean it’s impossible, and with the right approach and expertise, you can significantly improve your chances of success.
To find out how Kadence can help you boost your chances of success with an FMCG product launch, get in touch.