Innovation drives growth, but not every new idea is a winner. Research, thoughtfully implemented across the development lifecycle, can help your organization sort out products and services that meet critical market needs from those that are destined to fail. Many techniques exist, but at TRC we understand that each has its time and place. The right research at the right time is key. Matching methodology with mission, therefore, is our first and most important task in helping you to evaluate new ideas.
Idea generation
Smart Incentives provide a competition-based way to generate new ideas and simultaneously evaluate the breadth of their appeal in a quantitative way.
Feature Development
Potential new features abound early on. Some will be more desirable than others; a few will be marketplace “must-haves.” We employ Max-Diff, Kano, pairwise | comparisons, and similar techniques to help you finalize your feature set.
Product Development
Understanding optimal combinations of features, brand, and price can maximize a new product’s potential. We are experienced practitioners of conjoint and related choice-based methods that can help you hone your portfolio of offerings.
Product Testing
Ultimately, the decision to introduce or kill a new product idea boils down to how well it is expected to fare in the marketplace. Our extensive experience with concept testing, price-demand studies, and marketplace simulators makes us ideally suited to advise you on take-rate issues. |
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