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New Product Development

Usage and Attitude Studies

Customer usage and attitude studies are undertaken to provide
marketers with a reliable database of strategically relevant insights
on needs and attitudes, and how these factors are linked to brand
or product selection and consumption behavior. They can provide
valuable information on unfulfilled needs to help drive new product
development on images and attitudes affecting brand selection to help
refine strategies for attracting and retaining customers, on consumption
patterns and their influencing factors to help identify growth opportunities,
and to ensure relevant communication that resonates with existing and
new customers.

New Product Launch Performance Analysis

Trial and Repeat Analysis is critical in monitoring the development
of a new product or line extension. The analysis breaks down the key
drivers of new product volume, trial and repeat, providing direction in
evaluating performance and determining new strategies.

A survey amongst triers and repeaters, triers and rejecters, and non-triers
provides insights into key motivators and perceptions surrounding the
new product. The result is a clear understanding of trial and repeat purchase
behavior, and the motivators and barriers affecting this behavior.

Business issues addressed include:

  • Is my new brand meeting trial objectives?
  • When is my trial starting to slow?
  • Why are customers not repurchasing my product?
  • Is one size or configuration more successful at attracting trial?
  • How is my repeat business developing?
  • What is the long-term potential for this brand?
  • How is this product consumed by triers versus repeaters?
Price Analysis

Through custom research and trade-off models, Frost & Sullivan
extends regular pricing analysis to new products and to pricing levels
outside of the normal range. Pricing information from scanning price
data is used to enhance research design. Customer feedback on attitudes,
and price sensitivity in particular, provides supportive diagnostics for
targeting and motivating customers. Analysis may be extended to identify
price barriers outside of a historically observed price range and to uncover
associated attitudes.

Business issues addressed include:

  • If I lower the price of Premium Brand A by 15 percent, which competitive
    brands will I gain market share from?  And to what extent will I cannibalize
    my Regular Brand B?
  • How much can I raise the price of Brand A before I jeopardize 5 percent
    market share?
  • What is the consumer profile of the less price-sensitive Brand A buyers?
  • What proportion of Brand A’s sales do they represent, and how can I
    design advertisements and promotions to retain their loyalty?

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