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New
Product
Development
If
your goal is to achieve competitive advantage through the
development of new products and services, The Rickinson
Group's New Product Development Research Services can
help. We provide innovative and creative research services
for each stage in the product development process. We will
work with your product development team to understand your
objectives and carefully develop a research plan that addresses
your needs, ensuring that the market intelligence you obtain
is actionable, relevant, and of the highest quality. From
idea generation to product launch, we apply the most appropriate
research technique at each stage . . . innovative research
approaches such as our qualitative research techniques, and
our Internet-based research tools. Our goal is to provide
you with research results that can shape the product development
process, enhancing the likelihood of product success.
Applications
for Market Research in the Stage-Gate Process
The
Rickinson Group works with you to identify new product
and service opportunities by facilitating internal idea-generation
sessions with employees and conducting exploratory, qualitative
research with your customers. The underlying premise of our
research activities is that no idea is a bad idea. We work
with you to identify, refine, and prioritize concepts that
can be tested with your customers.
During
the concept development stage of the product development process,
we work with you to:
Test the appeal of the product concept among the
target audience,
identifying key strengths and
weaknesses.
Identify and understand the key customer segments
for a given
new product or service, particularly
characteristics,
needs and behaviors that
allow you
to effectively
target the customer.
Assess unmet needs that the new product or service
satisfies.
To
help build your business case, The Rickinson Group
can help you understand your competition, including their
weaknesses, to determine if the new product is viable in the
marketplace. We have extensive experience with studies that
measure the likelihood that your new product will be purchased
by customers.
Our
research expertise can assist you in determining the most
effective elements of the marketing mix . . . to guide your
new product to market. We have experience conducting research
for:
Product naming.
Packaging.
Pricing.
Product positioning.
Marketing promotion and communications.
Once
your new product or service has been launched, The Rickinson
Group provides customer monitoring and satisfaction studies
to help you gauge the effectiveness of your marketing campaigns
and the new product's success. In addition, we work with you
to identify product enhancements and product line extensions.
Contact
us to learn more about our new product development capabilities.
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The
Rickinson Group
Keymar, MD 21757
Phone: 301.845.0750 Fax: 301.845.0751
©
Copyright 2001
The Rickinson Group
All Rights Reserved
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