Market Research Ideas for New Products
Your company can use a number of marketing ideas to test new products. The key is using techniques that'll get you close to customers as they use your products, so you can capture their impressions while they're still fresh. Also, conduct research before you start distributing products on a large scale. Market research will allow you to tweak your product or service until it's perfectly tailored to your customers -- and therefore something they'll want to buy.
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Mall Intercept Studies
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A mall intercept study is one way to collect consumer information at the point of purchase. Companies often use mall intercept studies to obtain consumer reactions to product packaging. For example, a brand of laundry detergent with a built-in handle may prompt consumers to purchase because they feel it's more convenient to use. Mall intercept studies are also effective ways to determine why consumers pick one brand over another. Set your table up in a grocery store aisle after getting permission from the grocery store chain. Ask customers to comment as they make their purchases and offer coupons as an incentive to participate.
Concept Checks
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Concept checks allow you to test your products as you develop them, during the early, middle and latter stages, states marketing research firm NPD Group. To do this, you might post surveys on your website, or apprise customers of new products you plan to introduce and tell them you need their feedback. You could print fliers about the surveys, or provide product coupons to customers if they complete concept check surveys for you. Restaurants may use concept checks to narrow the possible entrees and sides in a meal. They may start with four meals, then go with the entree and side dish that is "most preferred" by customers.
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One-on-Ones
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A "one-on-one" is an interview in which you ask customers questions as they use your products. One-on-ones are often conducted in focus group facilities, where companies can watch consumer responses behind one-way mirrors. For example, a computer software company may watch an individual use a new type of software in a one-on-one interview. They can then observe if he has any difficulties installing or using the software, and ask him what he likes or dislikes about it. One-on-ones are also popular when obtaining customer feedback on more personal issues. For example, people are more likely to discuss what they like about a personal hygiene product in private, versus in a group.
Warranty Card Surveys
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Warranty cards are often placed in new product packages. People fill them out so they can get a one-year warranty on the product, for example. While people usually fill out their names and addresses on warranty cards, you can also include questions about the new product, such as why they bought it and how they like it. Additionally, gather demographic data on customers such as age, income and address. You may notice from the warranty card survey that certain demographic groups are more inclined to use your products.
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