The importance of product development is well-documented. Continuous product renewal is vital to remain relevant for your customers in the future. Many decisions need to be made during the product development journey. That’s not easy, because the future is inherently uncertain. Companies often seek to engage the customer in this journey, but rarely in a structural manner. As a result, many products entering the market are poorly developed and quickly disappear.
Blauw does consumer research in all phases of the NPD journey: from product idea development and concept testing to product launch optimisation. The various phases are shown below: