Optimising the launch of a revolutionary new product

Business Issue

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Our client is the established category leader, with an enviable reputation for innovation and product development.

Having developed a new technology to overcome well recognised consumer issues with current products, testing of a prototype model was vital to identify enhancements and optimal launch materials.

Insitas Delivered

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Insitas identified a number of use issues with the prototype which led to inconsistent performance – risking damage to the brand image and reputation if unaddressed.

Additionally we highlighted elements of the launch materials which required clarification and improvement.

Actions Taken

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Our insights enabled the development team to make changes to the product design that would enhance user experience, therefore saving the brand reputation and innovative idea.

Our client was also able to use the research to further optimise user instructions and tackle performance issues experienced during prototype testing.

Increasing share without damaging brand reputation

Business Issue

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Having spotted an opportunity to steal brand share from a key competitor, our client in the consumer electronics sector, developed a new product.

The new product was to be positioned with a lower price point than their standard offer in the hope of converting users of a competitor product.

Insights were needed to ensure the positioning of this new product didn’t alienate existing customers.

Insitas Delivered

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The study was conducted across a number of European markets, in order to ensure a successful launch in key markets.

Our insights provided recommendations on pricing strategies to maximise profit, as well as identifying key product claims which would resonate well with both users of competitor products and existing customers.

Actions Taken

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From our pricing analysis, an optimal price point was identified that was accessible to new customers whilst retaining a premium brand position.

Product launch claims were developed which tapped into key consumer needs, whilst reaffirming the current brand position.

Assessing new concepts to maximise development investment

Business Issue

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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.

Insitas Delivered

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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.

Actions Taken

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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.

Identifying the occasion needs for new product development

Business Issue

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As a major player in their category, our client wanted to understand the unmet consumer needs before investing time and money into development of a new product concept.

Our client was aware of a dissatisfaction with the current offer on the market and required an in-depth understanding of where gaps existed so that they could develop the right product to meet them.

Insitas Delivered

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Insitas designed a qualitative approach to uncover an in-depth understanding of the category and map out consumer occasion needs.

This involved both an online longitudinal diary to gain insights in-the-moment and a face to face discussion around their needs.

Actions Taken

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Our insights identified areas in which consumers were struggling to tackle specific needs, and highlighted specific opportunities for product innovation.

As a result, their innovation team identified key product features to develop within their new product that would overcome the current frustrations of consumers.

Selecting the right name for a new corporation

Business Issue

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With a merger of two leading organisations within their sector, determining the new corporate name for our client was crucial.

Both companies were established with strong offers and loyal customer bases.

However they had very different market positioning presenting a challenge on how to present the new business.

Insitas Delivered

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After a series of multi-country interviews with key stakeholders, it was possible to identify the brand strengths and weaknesses of the two companies among the respective audiences.

A number of potential names for the newly merged organisation were tested to assess their brand fit and implied associations.

Actions Taken

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Our client took the insight and  recommendations and mapped them against the new strategic plan to determine the name which would be most suitable to take forward for the new corporation.

Developing a counter strategy to a rival product launch

Business Issue

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Client losing sales to a rival competitor’s newly launched range. ​
Despite having a higher price and being an unknown brand, rival product was posing a serious threat.


Developing a counter strategy based on an understanding of the consumer appeal of the rival product was crucial to stem further revenue erosion.​

Insitas Delivered

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Buyers were found to believe that the competitor product had a number of benefits which were not perceived to exist in the client brand. ​

Rival product had been able to communicate more effectively how it worked.​

It had more effectively identified core target groups. ​

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Actions Taken

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Our client identified distinct audiences and developed more targeted messaging, attuned to their core needs. ​

Longer term, the opportunity presented by NPD with varied formats was identified – strengthening our client’s position within the sector. ​