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Product Development Research

Product development is the lifeblood of any business, yet it is one of the most complex, costly and risky endeavors your company will face.
Marketing research, both qualitative and quantitative, plays a crucial role in making the best business decisions throughout new product development. That's because a true understanding of consumer wants and needs, and of how your new product could fill those needs in a meaningful way, is at the heart of any product success.
ORC International specializes in product development research and we strive to make the new product development process easier by providing not only the product development research tools, but also the guidance necessary to get you actionable answers from beginning to end.
Step One: Market Understanding
Identify the best opportunities to capitalize on major market segments.
  • Innovation and trend monitoring
  • Technology scouting
  • Qualitative research
  • Attitude and usage studies
  • Brand and positioning research
  • Purchase driver analysis
  • Needs assessment
  • Segmentation
  • Market or product landscape

Step Two: Concept Development
Generate ideas, screen concepts and refine those that best fulfill market needs.

  • Brainstorming
  • Message testing
  • ConScan® concept screening
  • Concept refinement
  • ConSelect® concept testing
  • Concept and user testing with ProSelect®
  • Volumetric forecasting

Step Three: Product Optimization
Optimize product performance, attribute mix and positioning versus market.

  • Spot and sensory testing
  • ProSelect® product testing
  • Packaging research
  • Pricing research
  • Trade-off analysis
  • Line optimization
  • Claims substantiation

Step Four: Product Management
Track product and marketing performance and make refinements to sustain growth

  • Qualitative research
  • Point of purchase research
  • Market assessment
  • Tracking research
  • Customer satisfaction
  • Promotion effectiveness
  • Innovation and trend monitoring