Product Development
with Qualitative Marketing Research

New product development is the lifeblood of many businesses.

Growth and profits depend on a steady stream of new products. New product innovation is the cornerstone of product strategy, marketing strategy, and corporate strategy. It is the engine of wealth creation.

Development of products typically goes through three major stages:

  1. Discovery and Innovation
  2. Development
  3. Commercialization

You can use marketing research focus groups and depth interviews at each stage of development.

Qualitative marketing research discovers, explores, and provides depth and direction about customers and prospects. Use it to support, amplify and expand on quantitative research. And use it to gain new perspective and ideas.

Focus groups and depth interviews can help you with new product innovation and product strategy. Use them for the following applications:

  • subject matter expert depth interviews
  • fuzzy front end exploration
  • concept testing
  • product positioning
  • product usage tests
  • test market research
  • packaging
  • merchandising

Here are articles about product development :

New Product Strategy - Explore and Discover Unmet Needs and Wants
Focus groups and depth interviews can discover and explore unmet needs and wants. Discover how to use qualitative marketing research to identify business opportunities for product strategy.

Qualitative Product Marketing Research – Study Product Users
Product marketing research studies product users. They produce valuable insight. Find out how to research product users.

Concept Testing in Qualitative Marketing Research
Concept testing discovers people’s reactions to proposed products or advertising or marketing programs. They are preliminary screens. Find out how to conduct concept testing.

Develop Product Positioning with Qualitative Marketing Research
Product positioning is the reason somebody buys your product and not your competitors’ products. Learn how to use groups and depth interviews to develop positioning.

Test Market Focus Groups and Depth Interviews – Learn Before You Launch
Learn from product users in a test market. Here are some tips on how to use groups and depth interviews to gain insight in a market test.

Getting Insight for New Product Categories and New Technologies - The Consumer Marketing Research Challenge
New product categories, especially new technologies, pose consumer marketing research challenges. Understand how to research and find insights for new categories and technologies.

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