Product Research

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Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

Challenging the status quo: Qualitative research, because of its impressionistic and emotional characteristics, is often viewed as being in direct conflict with the more objective, measurable forms of quantitative research that are favored during the product development process. Yet qualitative methods are ideally suited to establishing the context in which consumers use a product and exploring the emotional connections that consumers have - or don't have - to a product. The author argues that both qualitative and quantitative methods have their place in the process and outlines how the two types can be used in concert for more effective product development.
Guidelines for success: Twelve steps in the development of product names, brand concepts and ad copy are explored, from testing a control to tolerating respondents who nit-pick.
Trade Talk: Two vexing questions have been put to rest: Recent studies have helped Quirk's Editor Joseph Rydholm answer two marketing-related questions. First, do shoppers who buy only the items featured in a grocery store's weekly coupons adversely effect the store's profits? And second, with the rise of superstores, where everything from motor oil to lettuce is available for purchase, are consumers ever put off by having disparate products next to each other in their shopping carts?
Get their stamp of approval: Many companies measure customer satisfaction but few of them stop to ask customers an important question: "What is the experience you want from us?" Pitney Bowes used research to find out what its customers wanted and changed a number of internal practices to better align with customer needs.
In Case You Missed It...March 2008: News and notes on marketing and research: Avon; the stationery market; teens and social media

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There are 170 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Integrating market research into the Web site development process: With the explosion of the Internet, a Web site can help a company become or stay competitive. This article discusses integrating market research into Web site development and strategy.
When every second counts: An inventor and former member of law enforcement sought the help of the Office of Law Enforcement Technology Commercialization (OLETC) for marketing assistance. His LifeLite product, a light to help identify the exact location of an emergency, had been well-received by law enforcement and emergency personnel but had never been evaluated by the general public. OLETC teamed with McMillion Research to conduct a national consumer study, consisting of mall interviews in San Francisco, suburban Detroit, and Charleston and Huntington, W.Va. The main objectives were to survey public interest in the concept, determine and confirm the target markets, and gauge consumer marketing opinions.
The people have spoken: Portland General Electric used usability tests and focus groups to make the company's power outage telephone reporting system more user-friendly.
Determining product feature price sensitivities: This article discusses several approaches to determining customer price sensitivities – analyzing actual sales as a function of price, laboratory purchase experiments and preference studies where buyers are asked to express their purchase likelihoods for a product at various price levels. The article then describes the use and advantages of a form of conjoint analysis that allows researchers to estimate both feature prices and the overall price in order to better measure price sensitivities of consumers.
Simulating success: Computer simulations can be effective predictors of a new pharmaceutical product’s success or failure but there are factors particular to the medical industry that must be taken into consideration

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Related Glossary Terms

Product testing research: Tests conducted to obtain the reactions of targeted customers to working versions of a product. The tests determine if the product performs as described and how and by whom the item is used, as well as whether it satisfies the market need.

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Related Events

CASRO WORKSHOP FOR PROJECT DIRECTORS AND ANALYSTS: May 15-16, 2008; The Council of American Survey Research Organizations will hold a workshop designed for project directors and analysts on May 15-16 in New York. For more information visit www.casro.org.
CONFIRMIT CONVERGENCE CONFERENCE: May 21-23, 2008; Confirmit will hold its first conference centered on convergence on May 21-23 at the Tower Hotel in London. For more information visit www.confirmit-community.com.

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