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Product and Service Update Definition

A regular feature in Quirk's Marketing Research Review magazine, this column contains the latest on new products and services of interest to research.

A product and service update involves modifications or enhancements to an existing product or service based on market feedback, competitive pressures or strategic goals. Marketing research supports these updates by identifying what changes will best meet consumer needs.

What are key aspects of a product and service update in marketing research?

• Triggered by consumer feedback, usage data or competitor activity.
• Can involve features, design, functionality, packaging or service elements.
• Requires testing to assess impact and desirability.
• Often rolled out to target segments for validation.
• Supports brand relevance and market competitiveness.

Why are product and service updates important in market research?

These updates ensure offerings remain aligned with consumer expectations and market trends. Marketing research helps identify areas for improvement and tests potential changes to minimize risk and maximize satisfaction.

Who relies on product and service updates in marketing research?

• Product managers.
• Innovation teams.
• Customer experience teams.
• Brand and marketing strategists.
• Research and development departments.

How do market researchers use product and service updates?

Market researchers support product and service updates by gathering insights through surveys, interviews, focus groups and behavioral data. This feedback highlights performance gaps, unmet needs and competitive threats. Researchers test proposed updates through concept testing, A/B testing or usage trials to evaluate their effectiveness and appeal. The data gathered ensures that changes are customer-centric and commercially viable, guiding stakeholders toward informed decisions that enhance user experience, increase loyalty and drive growth.