How to use research to drive successful product concept testing

How do you convince product development teams to utilize and rely on product concept testing to drive successful product launches? This presentation will demonstrate the steps and outcome of two recent concept testing campaigns that drove the highest profitability product in a new durables category that grew to $1 billion in sales in just a few years.

When Cuisinart launched a new product in a category that was new to the durables market with a platform not known to consumers, we used research to inform not only the positioning of the product and messaging points but also used it to build out future line extensions. The second generation of this product was then more reliant on market research to drive innovation by using the first concept testing research campaign for the brand.

Learn how to sell in and bring along product developers by demonstrating past successes to build on the future. By using a combination of in-house and agency expertise. We combined different research techniques to learn and discover what consumers truly wanted and what message points would drive success at launch. Learning then drove the final concepts that would be retested with consumers before being finalized.

Key takeaways:

  1. How to sell a new idea to teams that have little experience in relying on research to drive the decision-making processes.
  2. Teaching teams best practices in using research to support their product ideas and launches.
  3. Using research to build confidence and success with product development teams in positioning products for successful launches.

Topics covered:

  • Customer experience
  • Hybrid/mixed methods (qual, quant, mobile, SM)
  • Ethnographic/observational research

Case Study Consumers Presentation by End-Client Retail


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