Product development marketing research serves several goals: new product design and market validation research, or assessing existing products. The goal — and your overall positioning and market strategy — drive our product research design.

This question forces an immediate priority list of key decisions on the table right now.  Write down those decisions which come to mind.   

Prioritize.  Build a Decision Agenda listing critical decisions.

Incubate.  Take the time needed to be thorough.  Encourage new thoughts, ideas, and opportunities to surface.

 We employ the tools outlined under Research Methods

Coming up with decision options is dynamic.   Options will change as new data, ideas, and management preferences are gathered.   

If options remain unclear, this is a signal to consider qualitative or quantitative research to discover potential opportunities.

 We employ the tools outlined under Research Methods

What factors and criteria will drive your decision?  

If its about a new product launch, you might rely results from a product concept test.  Or, your criteria may be, say, availability of low cost production, or ROI contribution,or support from a channel partner.   Do the exercise: determine how you will decide.

 We employ the research tools outlined under Research Methods

Decision Mapping

The 8 Questions are a vital component of a set of components in our Decision Mapping Process.