This blog post is a case study on a recent product testing research project completed by Research & Marketing Strategies (RMS) in Syracuse, NY.
Background: Recently, a start-up company partnered with Research & Marketing Strategies Inc. (RMS) to conduct new product concept research and product testing. The client wanted to learn more about potential usage, interest, marketing sources, and the feasibility of its new product concept. To address these objectives, RMS recommended separating the work into two components: (1) a focus group among targeted end-user consumers of the product to explore feedback (qualitative); and (2) an online panel survey among targeted end-user consumers of the product to measure feedback (quantitative).
Approach: The focus group was conducted at the RMS QualiSight in-house facility. A total of 12 consumers participated in the focus group session. RMS created a moderator’s guide and participation packet to assist with the discussion. Participants were recruited to ensure: (1) they were the main decision-maker for household goods and products in their household; (2) did not work in an applicable industry that would bias the research; (3) frequently purchased in the product category; (4) have purchased or plan to purchase the product category in the past year or next few years; (5) were willing to spend a specific dollar amount or more on the product category; (6) were aged 18 to 74; and (7) had a household income above $24,999. The online survey invitation to the RMS in-house panel was sent following the focus group to measure what was explored in the qualitative research.
Results: Here are a few key takeaways from the product testing research:
- A large majority of participants in the focus group had a positive view and impression of the product and stated that they would be at least somewhat likely to purchase the product for themselves or someone in their household. Additionally, 59% of survey respondents stated their initial reaction to the concept was ‘very positive’ or ‘somewhat positive’. For household usage, the target market for this product seemed to lie with people who had children (both young and college-aged), those who lacked the time or desire to do a lot of housework, and people with
busy lifestyles (such as professionals with small apartments.)
- Most consumers were not willing to pay additional for the product features. Among the few who stated they would, it was a marginal mark up of only $1 or $2.
- The study identified different tiers of importance of product features in the category to be used for marketing purposes. It also identified brand recognition and store recognition for the client and recommended ways to create strong business opportunities to create awareness. Finally, the product testing research identified other settings in which the product concept would work outside of the home.
Are you interested in conducting product testing research with a market research firm? Contact our Business Development Director, Sandy Baker at SandyB@RMSresults.com or by calling 315-635-9802.