Accelerating New Product Development
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Transcript of Accelerating New Product Development
Features, benefits and attributes tested must match the product
that you plan to market
Qualitative research provides direction + guidance but can be
misleading due to smallsamples sizes
In new product research, survey
respondents often overstate
their intentions
Utilize trade-off techniques such as Discrete Choice,
Conjoint Analysis or MaxDiff
These techniques evaluate
interactions of multiple product features, benefits and attributes
FAMOUS FORD CASE
Ford research resulted
in the Edsel which failed
within 3 years at a $350
million loss (or 2.8 billion
in 2015 dollars)
WHY IT FAILED
Consumers evaluated
features in isolation
(body, wheels, colors),
but when assembled
together, the result was
not a compelling vehicle
Becoming emotionally attached
to a product concept will make it difficult to stop development if
research indicates potential failure
Ascension helps leading
companies develop and evaluate
new products and services
ASCENSION GROWTH & INNOVATION STRATEGIES
THANK YOU
ASCENSION GROWTH & INNOVATION
STRATEGIES
LEARN MORE ABOUT ASCENSION NEW PRODUCT RESEARCH
404.250.4547