New Product Development Research: From Opportunity to Market.
You want to know early on where the real opportunity lies, which ideas have potential, and what is needed for a strong launch. New Product Development research allows you to substantiate crucial decisions, from initial customer needs to market performance.
Make Better Decisions at Every Stage.
An innovation process involves choices that become increasingly expensive to reverse. Therefore, you gather evidence early in the process. You discover which needs offer room for growth, select promising ideas, refine concepts and products, and validate the launch before significant investments are committed.
Who is
this for?
You are looking for the next growth opportunity.
You know the category, but want to gain a clearer understanding of which needs, frustrations, or usage occasions are still inadequately addressed. Research reveals which problems are significant enough to build innovation around.
There are too many ideas on the table.
The innovation funnel is full, but internal preferences do not help you determine what is worth investing in. You want to distinguish early between interesting thoughts and ideas with demonstrable potential.
The investment is becoming serious.
The concept, product, or launch is taking shape. Now is the time to determine what is strong enough to proceed with. You want to know what to retain, adapt, or abandon before investing further.
Our Approach
From Customer Need to Market Launch.
New Product Development begins before the first product idea. First, you want to understand what people are trying to achieve, where current solutions fall short, and which needs are still insufficiently met.
From there, you proceed step by step. You generate solutions, select the strongest ideas, and validate the concept. Subsequently, you optimise features, composition, and price. Leading up to the launch, you test the name, claims, packaging, and shelf presentation. After launch, you continue to monitor how consumers react.
Each step thus answers a different question. Together, they prevent a single unproven assumption from travelling further and further down the innovation funnel.
Our research specialist
is happy to assist you.
From question to evidence faster with The Sprint Platform.
Blauw’s The Sprint Platform brings a large part of NPD research together in one research platform. The tools align with various decisions in the innovation process and combine proven research methods with AI.
This allows you, for example, to screen large numbers of ideas early, validate concepts, analyse open feedback, and quantify product choices. You gain faster insight into what can proceed, what needs improvement, and what should be stopped.
Advantages of
New Product Development
Faster
Decision-Making.
Research aligns with the decision at hand. This provides the necessary insights while there is still time to adjust.
Consumer
Within Reach.
Involve the target audience early and repeatedly in the development process, from initial needs to reactions to the final product.
Benchmarks and
Models.
Place scores in context with benchmarks and proven research methods. This allows you to evaluate a concept on more than a mere percentage.
AI where
it accelerates.
Utilise AI for conversations, analysis, and concept optimisation, among other things. The research question and ultimate choice remain paramount.
One
Innovation Process
Combine different studies within the same NPD cycle. This ensures each phase builds upon what you have learned previously.
Our Solutions.
Idea Generation.
Discover relevant customer needs and translate them into new development directions. Research, AI-driven conversations, and ideation workshops combine market input with knowledge from your own organisation.
Development
Idea Selection.
Test early which ideas have sufficient potential for further development. Tools such as the Idea Screener allow you to compare large numbers of ideas, while the Concept Description Test shows whether the initial elaboration is understood and appreciated.
Development
Concept testing.
Validate purchase intent, relevance, and brand fit, and discover where refinement is needed. Benchmarks provide context for the results. The AI Concept Advisor then helps to translate concrete improvement points into a next version more quickly.
Development
Product Development.
Determine which features, combinations, and price best suit your target audience. MaxDiff, Conjoint, TURF, and pricing research reveal which choices add value and which can be eliminated.
Development
Go-to-Market.
Test the choices that make a difference just before launch. From name and claims to packaging and shelf presentation. After launch, the Product Performance Monitor shows how consumers react and where further optimisation is needed.
Development
In practice.
What is New Product Development research?
New Product Development research helps you shape and substantiate decisions during the development and introduction of new products and services. You use consumer insights to identify needs, select ideas, validate concepts, and test choices regarding product, price, and introduction. This brings uncertainty forward before the investment escalates further.
When do you use consumer research during product development?
As early as possible, as soon as an assumption arises that is crucial for the next investment. This can start with the question of whether a customer need is relevant enough and continue up to the name, price, packaging, and shelf presentation. Which method you deploy depends on the decision currently at hand.
What is the difference between an idea, concept, and product test?
First, you test the strength of an idea to determine which initial directions have potential. A concept test evaluates a more developed proposition for relevance, purchase intent, and brand fit, for example. In product development, you then research concrete choices within the concept, such as features, combinations, and price. This way, the evidence becomes more specific as the innovation becomes more concrete.
How do you prevent discovering too late that an innovation is not working?
Test the most important assumption before moving to the next phase. Start with the customer need and increase the evidence as the investment grows. This way, you discover earlier which ideas you want to stop, which need refinement, and which have sufficient potential for further development.
How can The Sprint Platform accelerate the New Product Development process?
The Sprint Platform brings together various research tools for the innovation process in one platform. You can, among other things, screen ideas, validate concepts, analyse feedback, and quantify product choices. Proven methods, benchmarks, and AI help to gain the insights needed for the next decision more quickly.
WHICH DECISION IS CURRENTLY HOLDING BACK YOUR INNOVATION?
A research specialist will help you clarify what evidence you need to proceed. From an as-yet undiscovered customer need to a product almost ready for launch.
WANT TO TEST AN IDEA, CONCEPT, OR PRODUCT FASTER?
With The Sprint Platform, you deploy proven research methods and AI when speed matters.
