Assessing new concepts to maximise development investment
Our client identified the key parameters on which customers assessed products during their purchase decision. In response to this, they looked to develop a new product which would better meet their needs.
With several key interdependent variables our client was keen to understand, at an early stage, the likely consumer reaction to a number of different products which could be manufactured.
Category users were set a pre-task to immerse themselves in the category and product usage occasions, before reviewing each of the new product concepts.
From detailed analysis and discussion, Insitas provided a clear set of recommendations for each of the ideas tested – their likely success rate, strengths and weaknesses.
Based on our recommendations, the client was able to make a strategic decision to progress development of the favoured new product design, dropping other initial concept ideas, to focus on the key priority variables.