Auping
Concept Research for Auping: Optimal Product Innovation for Cool Nights.
Case Information
Discover how concept research streamlines product development by providing early insights into customer needs and willingness to pay. This case demonstrates how validated data informs choices for efficient innovation.
The Question
How does Auping stay ahead with sleep comfort innovations?
Auping’s mission is to rejuvenate the world by helping people sleep well. Well-rested individuals are fitter and happier, and in this way, Auping contributes to a better world.
With this ambition, Auping continuously seeks ways to improve its product offering. How do you ensure you develop innovations that align seamlessly with your customers’ needs?
The Challenge
Which innovations and benefits truly resonate with customers?
Auping developed innovations for hot summer nights but faced numerous options. The challenge was identifying which features were most valued, which benefits were crucial to communicate, and what underlying problem the innovations truly solved.
The approach
Concept research: insights into value and willingness to pay.
Blauw conducted concept research among individuals experiencing sleep problems due to heat. By presenting various ideas online using the Insight Selector, MaxDiff, and Gabor Granger, we gained crucial insights into perception and willingness to pay, essential for further development.
<span data-metadata=""><span data-buffer="">The result
Validation and concrete direction for the next product phase.
The product concepts received positive feedback, and the concept research results provide Auping with concrete actionable insights. This streamlines further product development and paves the way for a successful market introduction of their innovations.
Consequence of the Result
How the insight led to action.
Optimise product roadmap.
Auping uses validated insights to refine its product roadmap, ensuring development focuses on features that genuinely add value for the customer.
More Targeted Communication Strategy.
Knowing which benefits are most important allows Auping to craft sharper marketing messages and effectively reach the right target audience.
More Efficient Investments.
Early validation of willingness to pay ensures Auping invests in innovations with proven market potential, preventing unnecessary costs.
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What is concept research in product development?
Concept research involves validating new product ideas with potential customers before large-scale investments are made. This helps identify the most valued features and assesses willingness to pay, reducing risks and accelerating the development cycle.
Why is willingness to pay important early in the process?
Measuring willingness to pay at an early stage prevents companies from investing in products that customers don’t value or aren’t prepared to pay for. Integrating this insight early optimises product design and pricing strategy during development.
Which methods help test product concepts effectively?
For testing product concepts, methods such as MaxDiff and Gabor Granger are effective. MaxDiff helps determine which features are most valued, while Gabor Granger maps optimal pricing and willingness to pay. This provides concrete data for product optimisation and pricing.
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