New product concept test

A New Product for Emerging Markets
A global packaged goods company had created a task force, including R&D, sales and marketing experts, to develop an innovative new product for emerging markets. The team identified a new product concept with potential to expand the company’s existing portfolio and offer a powerful brand extension in global emerging markets. We were asked to evaluate the product concept acceptability and market potential.

Assessing Product Potential in Diverse Markets
A multi–country research programme, involving concept testing, product testing, and qualitative focus groups/in-depth interviews was implemented in a number of countries in Southern Africa and Central Europe which were selected as test markets. The research was tailored to be culturally appropriate for diverse emerging markets, cost efficient, and effective in validly identifying the prospects for an innovative and unfamiliar new product.

The research was also designed to deliver powerful diagnostics, including reasons for rejecting the concept and product. Concept acceptors evaluated the product in-home, whilst rejecters of the concept or the actual product participated in follow-up qualitative phases to diagnose rejection factors.

Successful Product Launch
The research provided the client with a clear evaluation of the overall potential of the product, and guidelines to improve concept acceptance (for the communications campaign) and product delivery. The product was successfully launched into a number of emerging markets and made an immediate positive impact on the client’s business.