Product Research

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Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

Challenging the status quo: Qualitative research, because of its impressionistic and emotional characteristics, is often viewed as being in direct conflict with the more objective, measurable forms of quantitative research that are favored during the product development process. Yet qualitative methods are ideally suited to establishing the context in which consumers use a product and exploring the emotional connections that consumers have - or don't have - to a product. The author argues that both qualitative and quantitative methods have their place in the process and outlines how the two types can be used in concert for more effective product development.
Guidelines for success: Twelve steps in the development of product names, brand concepts and ad copy are explored, from testing a control to tolerating respondents who nit-pick.
Trade Talk: Two vexing questions have been put to rest: Recent studies have helped Quirk's Editor Joseph Rydholm answer two marketing-related questions. First, do shoppers who buy only the items featured in a grocery store's weekly coupons adversely effect the store's profits? And second, with the rise of superstores, where everything from motor oil to lettuce is available for purchase, are consumers ever put off by having disparate products next to each other in their shopping carts?
Get their stamp of approval: Many companies measure customer satisfaction but few of them stop to ask customers an important question: "What is the experience you want from us?" Pitney Bowes used research to find out what its customers wanted and changed a number of internal practices to better align with customer needs.
In Case You Missed It...March 2008: News and notes on marketing and research: Avon; the stationery market; teens and social media

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There are 170 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Keep the kids interested: To appeal to young respondents, the Youthwear Division of Levi Strauss & Co. incorporated an ACS-Query Solo computer-assisted interviewing program. The interview format included a segment in which children would interact with the computer. The article describes advantages of this system and specific strategies the company took to ensure that both the respondents and the mall interviewers would feel comfortable with the system.
The product management/marketing research partnership: This article highlights methods of developing a working partnership between brand management and marketing research.
Tapping into the usability dimension: Creating a positive customer experience is critical to any online product success. This article discusses usability testing, including testing basics, number of participants, test locations, product team involvement and testing early.
How they really think: Instead of focusing on what a consumer thinks about your product or service, look at how they think about it.
Hearing what they say: Honeywell Corp. uses a multi-step process that includes the Kano method survey to determine which products to develop or change and how development resources should be allocated, meeting its most important goal of providing relevant customer input in decisions making.

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Related Glossary Terms

Product testing research: Tests conducted to obtain the reactions of targeted customers to working versions of a product. The tests determine if the product performs as described and how and by whom the item is used, as well as whether it satisfies the market need.

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Related Associations

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Related Events

CONFIRMIT CONVERGENCE CONFERENCE: May 21-23, 2008; Confirmit will hold its first conference centered on convergence on May 21-23 at the Tower Hotel in London. For more information visit www.confirmit-community.com.
AMA MARKETING RESEARCH BOOT CAMP: May 22-23, 2008; The American Marketing Association will hold its Marketing Research Boot Camp on May 22-23 at the Embassy Suites in Chicago. For more information visit www.marketingpower.com.

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