A well performed research process is straightforward and should be applicable on almost every category. With in-depth research, one identifies how a product should serve in the perfect way. The quantification and analysis of satisfaction levels for all the desired benefits should outline a package of benefits the market is not capable to offer, but is wanted by a significant share of the target group. In the following it is essential to implement these findings in the new product development process and to create commitment for a common mission. Having the right experts from each side in place (R&D, engineers, marketing) it is possible to differentiate and create a unique value proposition.
Roland Kampa is the Research Director at MasonBower, with over 10 year experience in high quality market research.