New product research is a valuable tool for reducing risk. Launching a new product is not a sure thing. Promising ideas can fail if they don’t connect with consumers, stand out from competitors, or offer enough value.
That is why it is so important to conduct product concept testing early in your development process. The results can guide product features, marketing messages, pricing, and more. You will be able to spot problems early, refine concepts, and more accurately predict demand.
Beyond the launch, measuring performance in the market can reveal how well the pre-launch testing predicted results, with lessons you can apply to future products and launch processes.
New product research test methodologies
New concept product research firms have developed a range of testing methodologies, each designed to uncover answers to different questions. Many new product research experts use a blended approach to deliver a full picture to decision-makers.
Product usability testing
When the experience a consumer has with your product is an important driver of the decision to buy, usability testing is invaluable. Laptops and mobile phones come to mind, but so do grocery products and household goods. Learning how consumers interact with and respond to a prototype or product provides insight into which features confuse consumers, which design elements are problematic, and where there are opportunities to improve and widen the appeal of the product.
New product focus groups
You will be able to hear what consumers think about all aspects of a new product. Researchers can explore consumers’ initial reactions, perceived benefits, concerns, competitive alternatives, and reasons consumers might or might not consider purchasing the product. They can also discuss the packaging, marketing messages and pricing.
Shop-along research
Researchers accompany consumers on shop-alongs as they explore products in stores. Using this research method, they can observe people as they navigate a category, compare products, respond to in-store promotional messaging, react to packaging and ultimately make purchase decisions. They can capture important details that consumers may not remember or think to mention when discussing their shopping experience.
On the street, mall and store intercepts
Connecting with people as they are out in real-world environments gives researchers the chance to capture unguarded, off-the-cuff, and from-the-heart opinions from consumers. They can ask questions about product concepts, packaging, pricing, and purchase intentions while in their normal shopping experience.
Taste tests
Taste testing is essential for food and beverage products. Researchers can explore how consumers feel about taste, texture, aroma, appearance and overall preference. Researchers can also measure purchase intent and have consumers compare a new product with competitive products.
In-home use tests
With this research approach, consumers to use a product as they naturally would in the familiar environment of their homes. This method works well for food, household products, personal care products and other products that consumers use repeatedly over time. In home-tests reveal insights that might not be evident in a focus group or usability test. After the initial excitement of a new item wears off, researchers can see if consumers continue to use and like the product.
Quantitative research
Surveys with a larger sample give decision-makers statistically reliable information about concept appeal, purchase intent, feature preferences, price sensitivity, competitive positioning and potential demand. Quantitative research can justify budgets, predict sales, and help plan production.
AI and other technologies are advancing product concept testing capabilities
Cutting-edge market research firms and companies developing new products or innovating existing ones are using AI to expand their product concept testing capabilities. AI can generate and provide a first-pass evaluation of product ideas, suggesting areas that may need deeper research. AI is useful for rapidly testing and sorting through many ideas to surface those with the greatest potential. Researchers can mix and match different features, designs, packaging, or messages and use AI to quickly identify where in-depth research would be most valuable. It can also efficiently analyze large amounts of qualitative and behavioral data and find patterns that human analysts may miss.
Other technologies are gaining traction. Consumers can interact with virtual prototypes in virtual environments. These simulations let consumers experience products before companies invest in making physical versions.
Automation is useful in physical product testing. Robots can test how products perform under repeated use or high-stress conditions.
As technologies make more kinds of testing possible, the researcher and the consumer remain essential to the process.
Global differences in new product research
The availability of testing technologies, cultural expectations, infrastructure, and regulation create varied research environments around the world.
- North America is an early adopter of technology, and that is also true in new product research.
- Europe presents challenges with different countries, languages and cultures, so researchers must adapt to individual markets.
- APAC markets are similarly diverse in culture, regulation, and use of technology.
- The Middle East and Africa require researchers to use approaches that can vary substantially from one country to another and even within countries, as consumers in cities are often quite different from those in rural areas.
Why test new product concepts before launch?
Preventing expensive mistakes and lowering risk are key reasons why companies invest in product concept testing. Research can identify whether consumers understand the product, what they like and dislike, which features matter most, whether the price seems reasonable and whether the product offers something meaningfully different from competing alternatives. The earlier changes are made, the less expensive they are.
Besides giving companies insights into fixes to make before a launch, new product research has another positive side. Beyond preventing mistakes, new product research can uncover opportunities. New uses, suggestions for new features, new target customer groups, unforeseen competitive advantages, and even new product ideas can emerge.
Measure the concept after launch
One of the most valuable parts of new product research is measuring what happens after the launch. No matter how successful a new product or innovation may be, there are always lessons to learn. You may wish to track awareness, repeat purchasing, satisfaction, perceived value, opinions compared to competitors, and more.
You may also wish to compare actual results with the expectations based on product concept testing. Did expressed intent to purchase translate into an actual purchase? Did features that consumers say they valued actually drive sales? Did the target audience end up being the primary consumers? Answers to these questions can improve future new product research and suggest adjustments to the product and marketing.
From concept testing to market success
New product concept research gives companies an opportunity to make better decisions before committing significant resources to a new product. By testing before launch and continuing to measure performance afterward, companies can reduce risk, improve products and build a stronger foundation for future innovation.
Frequently asked questions
What is new product concept research?
New product concept research evaluates a product idea before launch to determine how consumers perceive it and whether it has market potential. Research can identify problems, refine the concept, and inform decisions about features, pricing, and positioning.
What methods are used to test new product concepts?
Researchers use methods such as focus groups, usability testing, shop-alongs, intercepts, taste tests, in-home use tests, and quantitative surveys. The best approach depends on the product, target audience, research questions, and stage of development.
Why should companies test a new product before launch?
Concept testing can uncover problems before a company commits substantial resources to production and marketing. It can also reveal new product features, customer segments, uses, and competitive opportunities.
Should companies conduct research after a new product launches?
Yes. Post-launch research shows how actual consumer behavior compares with pre-launch expectations and identifies opportunities to improve the product or marketing strategy. Ongoing measurement also gives companies insights they can apply to future product development.
