Research Flowchart #3
| New Product Development Step |
Research Activity/Rough Cycle Time |
| Product Evaluation |
- Consumer evaluation of unbranded product in actual use setting
- May involve prototype screening, then selecting one configuration for subsequent testing
- Need for both evaluative and diagnostic assessment to make product refinements, as necessary
- Need to identify optimal packaging configuration, if packaging is integral to product performance
- Assess degree of product-to-concept fit; fulfillment of expectations created by concept
- Iterative product development steps may be required
|
- Show tests (4-8 weeks)
- In-home use tests (4-8 weeks)
- Packaging research (4-8 weeks)
- Product optimization research (4-8 weeks)
- Pricing research (4-8 weeks)
- Concept-product testing (8-10 weeks)
|
| Gauge Market Potential |
- Assess volume potential for rollout/capital planning needs
- Identify likely/competitive sources of volume
- Make final "go"/"no go" decision regarding test market, or a regional/national launch
- If a "go", finalize all marketing mix elements for in-market test
|
- Sales forecasting/volume estimation study
(12-16 weeks)
|
| Test Market |
- Test market selection (live test or controlled environment)
- Identify treatment cells, if any (e.g., upweight, copy, etc.)
- Product sell-in/placed on-shelf
- Monitor and refine program, as necessary
|
- Electronic or live test market (6-9 months)
- Test market tracking study (ongoing)
- Qualitative assessment in test market geography, e.g., among trier-repeaters, trier-rejecters (2-4 weeks)
|
| Product Development |
- Initial prototypes/working models/pilot plant product made
- Feedback from internal groups prior to consumer exposure
- Initial consumer reaction; feedback used to fine-tune product
- Product readied for larger-scale consumer testing
|
- R&D sensory testing, employee panels, expert panels, or small scale consumer testing
- Qualitative consumer research which may involve in-home product use (2-4 weeks)
|
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