New Concept Testing
Business Experience Research
Put your concepts to the test
Product Experience research can help reduce the time and cost of qualifying new initiatives, inform product improvements, predict market success, and help refine product positioning and messaging — without the need for a fully developed product. Often, this means asking customers or prospects to evaluate a package of features, benefits and pricing to understand the trade-offs.
Make the most of your product or service innovations
Assess product benefits and
success among the target markets
Determine the degree
of product appeal
Test information for product promotion, distribution and pricing
Identify the competition and see
how your products stacks up
THE BUSINESS CHALLENGE
A global company wanted to reinvigorate a core product line across four key customer channels through the introduction of new products in this category. Prior to making financial investments in all new concept areas, executives partnered with Cypress Research to conduct product concept testing in order to help prioritize funding decisions.
THE CYPRESS RESEARCH METHOD
Through in-depth telephone interviews with key decision-makers in specific channels, Cypress Research tested industry reception to a number of product concepts designed to reinvigorate our client’s core product lines. Full product and partial concept scenarios were tested, focusing on current and prospective customers views on the potential benefits and barriers of each concept. Our client’s identity was not revealed to interview participants and the study results were then used to make prioritized “go/no go” decisions based on customer need and acceptance indicators.