How to Establish Qualitative Objectives in a Product Launch

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In the context of business, qualitative objectives are higher-level concepts that you hope to accomplish through carrying out the project in question. Typical qualitative objectives for a product launch include becoming a leader in a specific industry or even creating your own niche industry or developing a better relationship with a particular supplier or customer segment. Quantitative goals, on the other hand, are specific numerical goals such as selling x number of units or owning x percent of the market for widgets, for example.

Research both the industry and your company's business model and business operations in enough depth to understand an appropriate scope for the qualitative objectives for this particular product launch. The objectives for a major corporation launching a new line of diapers are very different from the objectives of a startup computer game company releasing its first game.

Brainstorm with top management and creative personnel on the product launch team to develop a set of qualitative objectives that reflect your company current needs. Ideally, come up with objectives that dovetail well with the direction the business is headed in.

Create realistic objectives. Although qualitative objectives for a product launch should be higher-level concepts, they should also be evaluable with reference to the quantitative marketing goals of the product launch. Pie-in-the-sky objectives set you up for failure. Creating an objective to become one of the largest candy manufacturers in the world for a local candy shop introducing a new line of shelf-stable fudge, for example, might be a little over the top, but an objective to be known as an innovator in the candy industry is more realistic.

Consider your specific quantitative goals when creating your larger qualitative objectives. That is, consider how the relative achievement of the quantitative goals can be used to evaluate the success or failure of the qualitative goals. Considering how the different levels of goals fit together is really the only way to get a good grip on the big picture.

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