Only around 4 percent of all ideas result in successful products that perform sustainably well on a market. Especially in times of rising requirement inflation, increasing tendencies towards individualization, more dynamic consumer behavior, enormous variety of products, increasing exchangeability and a lack of differentiation on the market, increasing demands are placed on product development. As part of the innovation process, it is important to condense a large number of ideas step by step in order to end up with a small number of valuable and marketable ideas. Accompanying research can provide important input at any time and thus help to prevent bad investments.
Research is called to provide methods that quickly and efficiently sort out those ideas in which further investments are worthwhile and those, that ultimately perform successfully. As the development process progresses, the requirements for the methods change. While in early stages, the focus is on the "go" or "no-go" decision, it is all about product optimization including pricing and potential estimation in the final stages.
- Spontaneous associations
- Likes and dislikes
- Assignment of characteristics
- Comprehensibility of the concept
- Optimization potential
- Target group fit
- Brand fit
- Assertiveness in the competition
- Purchase and usage intent
- Price sensitivity measurement
- Preference of several concepts