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Questions & Answers about Market Research | FAQ Table of Contents

New Product Development :: Marketing Research Methods and Tools

What new product market research tools are most useful for for new product development?
See also... Market Research Applications: Product Research
New product market research methods vary for stages new product development. Well designed marketing research leads to successful new product development and new product introductions. New products also require good product positioning, creativity, and fit with your current product portfolio, marketing strategy, and total business strategy.
For new product market research, the question becomes one of matching the stage of new product development with the right creative or product market research method. Different product marketing information is needed at different stages.

So, let's first deal with the stages of new product development decisions. This table summarizes the thinking or decisions required at each stage.  The actual market research methods and tools used may vary according to the product type, the extent of incremental change from other products, the investment and risk factors, and the costs of seeding the new product in the marketplace.

New Product 
Development Stage


Methods & Tools

1. Product & Market Opportunity Assessment

Identify target segments


Find gaps in features & benefits

Measure customer satisfaction with brands and product category.

Market segmentation research.

Positioning research. 

Consumer Attitudes & Usage Study

2. Concept Generation

Generate variety of first concepts

Assess internal capabilities

Tap internal ideas


Qualitative Research

Idea generation


3. Qualitative Concept Evaluation

Concept appeal 

Strength of component features

Perceived value

Concept screening tests in target (small samples)

Conjoint (trade-off) analysis to find relative value of features


4. Refine Product Concepts & Create Spin-offs 

Don't miss an opportunity Spin-off idea generation

Concept testing -- Round 2

5. Quantitative Concept Testing 

Measure concept strength

Establish price points

Market Size & Demand Estimates

Concept testing - large quantitative survey

6. Proto-type Development

Make execution match high score concepts

Refine live product

Product testing lab environment using 

7. Pre-launch Live Market Test

Get live reactions to real product in real markets.

Confirm Stage 5 estimates

Beta test with key B2B customers

Confined home-use test for consumer products

Distribution tests


Product development is a sequential decision process.  It's a series of decisions, not one.  It is key, therefore, to concentrate attention on the precise new product decision at hand, and think through the market research and creative tools needed for that stage.

For more details on specific techniques see our Tools section or contact Power Decisions Group. We'll be happy to discuss your questions about methods and give you our views.

Please contact us with your questions about the methods, use, and application of marketing research to strategy and marketing decisions.

Copyright 2016. Power Decisions Group *


Tools & Techniques
focus groups |  market research panels |  executive surveys |  qualitative methods |  ethnography |  data mining
market surveys |  online surveys |  motivational research |  competitive intelligence |  idea generation
Situations, Applications & Uses
branding  |  pricing  |  product research |  customer satisfaction  |  web site evaluation  |  market segmentation
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