Product Development
StrataMark provides insightful research results for our clients at all points of the product development process, from ideation through product launch and beyond.
Early-Stage Research
Initiatives for new product development (NPD) and product modifications benefit tremendously from an in-depth understanding of category needs and buyers. Accordingly, foundational research to better understand the product/service category, its existing needs, and to identify the best prospects for targeting is often helpful as an initial step.
Middle-Stage Research
With a deep understanding for the category needs (and buyers) to drive the process forward, product ideas, attributes, and design features can then begin to take shape. At all points when creating, building, and refining a product or service, research can help to better understand the role and value of key components, and how they can best be combined to meet identified needs. These components include the overall functioning and design of the product or service, attribute/feature importance, messaging, naming, pricing, and packaging.
Latter-Stage Research
The concepts emerging from such development are then frequently tested to assess market acceptance, with final refinements made as needed. Upon product launch, follow-up research is often conducted to obtain an early read on performance and usage profiling in order to remedy any in-market variance from expectation, and to serve as a benchmark for future tracking research.
Whether you are modifying an existing product, exploring product line extensions, or developing new and innovative products or services, StrataMark can help to ensure your success. For some examples of our thinking and work in the area of Product Development Research, please click on the hyperlinks below (to view in PDF format):