Jumpstarting Product Development and Marketing
How deconstructing advertising identifies new opportunities
Case Studies: Product Development
The method of deconstructing current advertising in eye cream products can identify opportunities for the cosmetic product developer and marketer. Through a conjoint analysis study of 124 text concept elements used by current competitors in the category and 24 visuals, the study reveals the elements that persuade consumers and the elements that do not persuade. Three segments emerged from the study – those interested in eye cream but indifferent to communications, those who simply want a product that works (touchy/feely), and those who want to recapture their youth through science and technology. These latter two segments exhibit different preference patterns for products and for communications, suggesting targeted opportunities for new product development and advertising.
More Resources From Dr. Howard Moskowitz
Product Development Studies
- Learning From the Competition
- Consumer-Driven Concepts & Innovation
- Experimental Design
- Psychophysical Thinking in Business
Learning From The Competition: Practical Keys To Faster Product Development
This paper presents a data based approach to jump-starting the development process. The approach, category appraisal, obtains ratings from products in the competitive frame. Here, that competitive frame is soft-serve ice cream. Data from consumer ratings of liking and sensory attributes enable the researcher to determine how well products perform, what sensory attributes ‘drive’ overall liking, and what are the sensory levels and landmark products corresponding to newly identified market opportunities. These opportunities may consist of a highly acceptable product, a product with specific sensory attributes, or image attributes, or even some combination thereof.
Consumer-Driven Concepts & Innovation: Dream or Reality?
This paper presents a research-driven approach based on the adaptive experimentation (AE) to innovating product features in categories typically considered to be mature and low involvement. The approach begins with the identification of product features realizable by developers, gets consumer insights using Internet research tools (conjoint analysis) to identify the features that drive acceptance, and further identifies opportunities by experimenting and analyzing the reaction of the consumers to these experiments both by varying the respondent’s task (rating on different end uses) and by using concept-response segmentation in order to uncover new mind-sets. The actual identification of innovation opportunities emerges most clearly from the segmentation of respondents into like-minded clusters of individuals, with clearly different patterns of features that they want. Within those clusters exist seeds of new product ideas. The approach finishes with methods to identify significant interactions among product features which drive further opportunities, procedures to execute multiple parallel studies which stimulate additional thinking, and applications of rule-based genetic algorithms to mix/match winning elements from different products in order to create even newer ideas. All these approaches further enhance innovation, as well as create long-term product-category understanding.
Experimental Design: The Next Step
Since the 1960’s, we`ve heard more about how the sensory and consumer researcher contributes to R&D. The first contributions were profiles of products, with the goal of providing a product`s signature or footprint. This dominated from the 1950`s to the 1980`s. A host of methods appeared promising to identify the magic of flavor and texture, the characteristics that would drive consumer buying.
Psychophysical Thinking in Business: Products & Concepts
Psychophysical thinking informs both concept development and product design. With products, the researcher systematically varies ingredients/ processes and measures consumer reactions such as acceptance and sensory impressions. The product data generate a model showing how the formulations drive ratings. With concepts (and package designs), the researcher systemati- cally varies the presence/absence of elements/pictures and measures consumer reactions such as acceptance or appropriateness. The concept data generate a model showing how the elements drive reactions. Concept and product research look for relations among variables, at once to understand and also to engineer consumer-acceptable products and messaging.