RESEARCH

• Overview
• Advantages
• Proof

Problem

Our client, a leading global manufacturer of innovative consumer products, sought to measure ways in which consumers might make use of a potential product considered for launch. Our client also needed to uncover any product shortcomings, some of which could only be detected in a home use environment.

Solution

FGI Research worked with our client to deploy three independent but related studies.
The first study entailed a straightforward demographic and needs-based segmentation which was designed to collect information from a large sample (over 5,000 respondents) regarding current behaviors associated with products similar to the one considered for launch.
The second study was a home use test, wherein respondents (a subset from the segmentation study) were asked to use prototypes of the new product. Following the use period, the respondents were asked to complete an extensive usage questionnaire about their experiences.
The third and final study was more advanced: it measured how consumers used the available tools directly associated with the new product.

Result

Following the completion of the studies, FGI Research met with our client’s product development team, senior managers, and engineers to review how the physical attributes of the new product were accepted and used by the test group. Furthermore, FGI Research measured the effectiveness of the brand relative to the respondents’ intent to purchase. Insights and recommendations from the studies helped guide final product design and positioning. Our client successfully launched the new product.