Product Development
PRODUCT DEVELOPMENT THAT HELPS YOU MAKE THE RIGHT DECISIONS.
Related Solutions
The concept is defined. Now come the decisions that determine what ultimately reaches the market. Which features should take priority? Which combination reaches the largest audience? And at what price does the proposition remain attractive? Choice and pricing research allows you to make these decisions based on actual choice behaviour.
Who is
this for?
Everything seems important.
The list of features, claims or variants keeps growing. You want to know what genuinely makes a difference to your target audience and where to invest first.
Your portfolio is becoming too broad.
More variants do not automatically mean greater reach. You need the combination that meets different needs without unnecessary overlap or cannibalisation.
The right price is still unclear
You want to know what price consumers will accept and how their willingness to buy changes when the price rises or falls.
During product development, simply asking people what they consider important is often not enough. When each feature is assessed in isolation, almost all of them can score highly. The real trade-offs only emerge when people have to choose.
That is why you simulate choices that more closely reflect real life. You discover which attributes take priority, which combinations perform best together and how much people are willing to pay. This allows you to refine the product before production and launch leave less room for adjustment.
Ask respondents to choose which features they consider most and least important. This creates a clear prioritisation of features, claims or other product attributes, without everything ultimately being rated as ‘important’.
Ask people to choose between realistic product alternatives with different features and price points. Discrete choice modelling reveals which attributes drive choice and helps predict the expected market share of new product combinations.
Determine which combination of products, features or claims delivers the greatest unique reach. This allows you to maximise coverage within your target audience and limit unnecessary overlap within the portfolio.
Use four pricing questions to determine when consumers consider a product too cheap, acceptably priced or too expensive. This provides an evidence-based price range for further optimisation.
Measure willingness to buy at different price points and map the demand curve. This allows you to determine which price point offers the best balance between price, demand and expected revenue.
FROM FEATURE TO PRODUCT CHOICE.
Priority.
Determine which features and claims genuinely influence your target audience’s choices.
Combination.
Identify which combination creates the strongest proposition and which portfolio structure delivers the greatest unique reach.
Price.
Measure what consumers consider acceptable and how their willingness to buy changes at different price points.
Decision.
Turn the findings into concrete decisions on product configuration, portfolio and pricing before moving towards market launch.
WHAT THIS APPROACH DELIVERS.
You end with clear decisions about what your product needs and what can be removed. You know which features should take priority, which combination offers the greatest potential and what price is right for it. This allows you to invest in the product variant with the strongest position ahead of launch.
Our research specialist
is happy to help.
Next step in your innovation process
GENERATE IDEAS.
Not enough strong directions to choose from? Identify new needs and ideas in the market and broaden your innovation funnel first.
Development
SELECT IDEAS.
Too many directions to develop them all? Compare ideas early and determine which deserve further concept testing.
Development
Concept testing.
Validate whether your proposition is understood and valued, and refine the concept before product development begins.
Development
GO TO MARKET.
Test whether the proposition, packaging and communications are strong enough for the market launch.
Development
In practice.
Odido
Danone
WHICH PRODUCT DECISION MAKES A SIGNIFICANT DIFFERENCE?
A research specialist helps you determine which trade-off to investigate and which method best suits the decision at hand.
