TYPES OF PRODUCT DEVELOPMENT RESEARCH

Our product development studies help manufacturers make decisions throughout the entire product life cycle. They revolve around both creating and successfully introducing a competing portfolio. Not only do we take the product itself into account, but also the services surrounding the product. To do so, we conduct the following types of studies, stretching from the situation in which no concept is present to how new developments could best be communicated.

1.Idea generation research

Great innovations arise from great ideas. Therefore, it is important to involve your key audience in generating those ideas. USP conducts idea generation research in 2 situations: firstly, in the event of products and services being developed from scratch. Secondly, idea generation that builds upon existing products and services.

In both situations, no concept has yet been created; the objective is to collect and structure all future potential regarding product, service, market structure, and competition.

2.Concept testing/ product optimisation research

Whenever a concept is in play, it is important to extensively test its potential for success. For this, USP conducts research among your target audience. Its scope can range from new-to-market products or services, to an edited or modified product or service which needs to be optimised. A central question is always whether the concept connects to the demand of your (potential) customers and where adaptations are still to be made.

3.Communication research

By the time your concept is good to go, it should be communicated to either your existing or potential customers. The first important thing to realise is how your target audience could potentially be reached. Which sources will gain most of their attention? Secondly, it is important to make sure that your message is communicated in the right way. A primary goal is to trigger the target audience to keep or start using your product or service (more).

USP conducts communication research to make sure you target (potential) customers through the right channels, with the right information, in the right way.