how to conduct market research for a new product

how to conduct market research for a new product插图

What is the first step in conducting market research?

The first step in conducting market research is to define your target customer. This is the group of people that you are hoping to sell your product or service to. You need to understand who they are, what they want, and what needs your product or service can meet.

What is market research and how is it conducted?

Market research can be conducted in a variety of ways, such as surveys, focus groups, product testing, etc. Sometimes, the test subjects (potential customers) may be compensated with product samples or a small stipend. Data collection methods have significantly changed over time.

How to conduct market research for a new business idea?

Conducting market research for a new business idea isn’t as difficult or complex as you might think. And it comes down to just four steps, which are discussed below: 1. Identify your target market 2. Critically Analyze your Market 3. Dig up all industry information about your business idea 4. Analyze the need to be filled 5.

Why is market research so important for new product ideas?

New ideas for products and services are conceived every day — yet many of them fail because they weren’t properly introduced to the market. Market research helps ensure both that the product launch will hit the ‘right buttons’ in the consumer, and ensures that the product idea itself addresses the (often unspoken) desires of the customer.

What are the characteristics of a target market?

Definitions of your target market should focus primarily on the demographic characteristics that describe them, for instance, age; gender; race/ethnicity; income; geographic location; lifestage; household composition; in addition to virtually any characteristic that defines an individual . In addition to demographic characteristics, another important area of focus are characteristics that are related to behavior, attitudes, values, motivators, and other psychographic characteristics. Demographic characteristics allow for specific targeting, while psychographic characteristics provide insights about the thought processes that underlie a purchase decision.

How to measure product appeal?

“Thinking about this product concept, how likely would you be to purchase?”) to more complex ways such as conjoint analysis. Conjoint analysis measures appeal by presenting product scenarios (varying attributes) to respondents and having them choose one over another (or choose neither). For much more detail on concept testing, see this comprehensive guide from SurveyMonkey.

What is the wealth of information available publicly?

There is a wealth of information available publicly (and in many cases, for free) that can be accessed to gain a clearer picture of your specific market. This information can include the market size, how customers can be defined, and how your product competes with similar products in the market. In each of the three subject areas, we have provided a sampling of the most relevant tools & data available.

What are the core areas of go to market?

Developing key information addressing these three core areas (defining a target market, measuring appeal, and measuring willingness to pay ) can form the basis of a go-to market strategy.

What is primary market research?

Primary market research is the most traditional type of market research and is most closely associated with customer surveys, in-depth interviews, or any activity that involves gathering feedback from customers or potential customers. It can be further segmented into quantitative, which provides for enumerating a specific market, and qualitative, which can probe for the drivers influencing product purchase. For the purposes of this post, product and service are being used interchangeably.

What is the process of gathering, analyzing and interpreting information about a market?

The process of gathering, analyzing and interpreting information about a market, about a product or service to be offered for sale in that market, and about the past, present and potential customers for the product or service; research into the characteristics, spending habits, location and needs of your business’s target market, the industry as a whole, and the particular competitors you face.

Why is market research important?

Conducting market research to assist in product development efforts is a critical step. The two primary outputs of market research (among many others) is a better understanding of your product’s potential customers and market, and how you might differentiate your product to compete more effectively.

Why is export statistics important?

U.S export statistics can also help to identify to which markets your domestic competitors are exporting, which can be helpful as you plan your market entry strategies.

What are some resources that exporters can use to find and use export and import data?

These resources range from U.S. government sites to multinational organizations such as the United Nations, to foreign government sites. Additionally, industry associations may collect and compile trade data and make it available to members.

Why is it important to conduct market research?

If you are an active exporter considering a new export market, or re-assessing a current market, it is equally important to conduct this market research as conditions frequently change. For example, there could be different shipping costs, tariffs, and regulations affecting your business. The goal of market research is to learn about:

Why is international market research important?

It is important to critically review and assess if the potential export destination is suitable for your product or service. You need to determine if there is a market, if your product is competitive after determining the landed cost, and then the most cost-effective and time-efficient export strategy.

Why export to a manageable number of countries?

Exporting to a manageable number of countries allows you to focus your resources without jeopardizing your existing U.S. sales efforts.

How many foreign markets are there for small businesses?

For most small businesses, 3-5 foreign markets are enough – initially. You may want to test one market and then move on to secondary markets as your experience level develops. Additionally, it can be more cost-effective to focus on geographic regions rather than markets scattered around the globe.

What is the purpose of reviewing country and industry reports?

Then review country and industry reports to assess market conditions, opportunities and challenges. This will help you decide which markets represent the best opportunities and are worth the investment of additional resources.

What is market research in new product development?

You can research market viability, the demand for the product you have in mind, the features your target group is looking for, or the best way to position, price, market and communicate your product to your target audience. You take into account your competitors, market developments, and important trends.

What product development idea have you been dallying off?

We get it – taking risks is scary. But developing new products is exciting, and could lift your business to the next level. And while doing product development research, you could find a lot more inspiration about other improvements you can make in your business.

How is qualitative market research important for your product development process?

How is qualitative market research important for your product development process? It’ll help you understand the needs of your target market better. You conduct research that will steer your product idea generation in the right direction, gathered by real consumer insights and consumer feedback.

What type of research is needed to find out how happy people are about a product or service?

What’s lacking in this type of information is the motives behind it. For that, you need qualitative research.

Why do we do market research?

Market research for your new product development strategy helps you minimise risks and prepares you for a successful product launch. You get to know your market and audience in a way that helps you create not just the perfect product concept, but also the right messaging and marketing around it—something that will actually resonate with your audience.

What is primary data?

Anything you directly collect from your market, whether it’s through focus groups, surveys, interviews or product research is primary data.

Why is market research important?

Market research is not only important to verify if your completely new product idea is worth the work. You can also use it to optimise existing products, by keeping a close eye on how competitors are changing their products. You might even read online reviews on products similar to yours and see that customers are asking for specific features. This is also market research.


In order to get maximum results form your marketing with minimal cost, it’s crucial to focus on those prospects most likely to buy from you. Perhaps they are currently buying a similar product and will appreciate your new offering’s added features.

Find a Market Research Partner

The most challenging and time-consuming piece of new product development research (both qualitative and quantitative) is recruiting.


Why will customers want to purchase from you, compared with the competition? What are you offering that makes you stand out? Not only does your new product or service have to be unique and meet your customers’ desires and needs, but you must be able to communicate why and how it does so.

Put Your Research into Action

Your research is complete. It’s time to present your findings and take action. Start developing your marketing strategies and campaigns. Put your findings to the test and get going! The biggest takeaway here is that, although this round of research is complete, it’s not over.


At this point you will have enough information on your market to understand how to best market and sell your product. What channels should you use — via retailers? Catalogues? Online? Using multiple channels is, as most marketers are aware, an excellent idea.

Collect Relevant Data and Information

In marketing research, most of the data you collect will be quantitative (numbers or data) versus qualitative, which is descriptive and observational. Ideally, you will gather a mix of the two types of data. For example, you might run an A/B test on your website to see if a new pricing tier would bring in more business.


How will your product fly when your customers have it in their hands? Ultimately the customer’s response will determine which features to emphasise and which marketing approach to use, so product testing is crucial.

How Does Market Research Work?

A combination of primary and secondary data makes up the information pool used in market research.

Why is demand forecasting important?

Demand forecasting is crucial before starting the production of a product . Moreover, gathering information is important for segmenting markets and differentiating the product . It can later be used to tailor advertisement efforts and focus on the features that the consumer is most likely to prioritize while making a purchase decision. …

Why is market research important?

Market research is important not only to ensure that the product being offered is suited to the tastes of its consumer base but also to determine potential demand. A combination of primary and secondary data makes up …

What is specific research?

Specific research – It is aimed at finding answers to issues that were identified during the process of conducting the exploratory research.

What is exploratory research?

Exploratory research – It follows a questionnaire-type method wherein open-ended questions are asked from the target audience in a loosely structured manner.

What is outsourcing in business?

Outsourcing Outsourcing is a strategic decision by a company to reduce costs and increase efficiency by hiring another individual or company to perform tasks, provide. the market research process to third-party firms. Market research can be conducted in a variety of ways, such as surveys, focus groups.

What is a focus group?

Focus Group A focus group consists of a group of individuals who are asked questions about their opinions and attitudes towards certain products, services, or concepts. , product testing, etc. Sometimes, the test subjects (potential customers) may be compensated with product samples or a small stipend.

What is market research?

Market research is the process of gathering information about your business’s buyers personas, target audience, and customers to determine how viable and successful your product or service would be, and/or is, among these people.

How to choose who to engage in market research?

When choosing who to engage for your market research, start by focusing on people who have the characteristics that apply to your buyer persona. You should also:

Why is market research important?

Market research allows you to meet your buyer where they are. As our world (both digital and analog) becomes louder and demands more and more of our attention, this proves invaluable. By understanding your buyer’s problems, pain points, and desired solutions, you can aptly craft your product or service to naturally appeal to them.

What are some examples of public market data?

Two U.S. examples of public market data are the U.S. Census Bureau and the Bureau of Labor & Statistics, both of which offer helpful information on the state of various industries nationwide.

What is observation based research?

Observation-based research allows you to sit back and watch the ways in which your target audience members go about using your product or service, what works well in terms of UX, what roadblocks they hit, and which aspects of it could be easier for them to use and apply.

What is product use research?

Product or service use research offers insight into how and why your audience uses your product or service, and specific features of that item. This type of market research also gives you an idea of the product or service’s usability for your target audience.

What is the purpose of an interview?

Interviews allow for face-to-face discussions (in-person and virtual) so you can allow for a natural flow or conversation and watch your interviewee’s body language while doing so.

What is SWOT analysis?

What is SWOT analysis? SWOT stands for weaknesses, strengths, opportunities and threats; while SWOT analysis is simply the process of uncovering and understanding these factors. Weaknesses and strengths are internal and stem from the company itself (e.g quality service, a flawed product design) while opportunities and threats are factors that are related to the external sphere, including the economic climate of the marketplace, your customers and your competition.

How to define your target market?

1. Identify your target market. Your target market is the group of people you will promote, advertise, and eventually sell your product or service to. To define your market, you need to answer certain questions, such as the following.

What is the next step to take when scaling a product?

If you scale through the step one and you have ascertained that a market exist for your product idea, the next step to take is to research the industry you will be operating in. It is of so much important for you to research everything about the product and business itself by going through trade publications, searching online, reading the news papers, talking to others in the industry and contacting your local chamber of commerce. Also, it is important you ask yourself the following questions:

Why is it important to conduct a market analysis?

It is crucial that you conduct a market analysis to as to determine the potential demand for your idea and the level of competition you will face. However, if after doing your market research and you discover that the market is already saturated with similar product ideas and customers are not in need for additional option, the best thing to do is to pass on such idea and move on.

What was Mark’s idea?

Mark’s idea was unique; no other business in the same industry had offered a product that works the same way in the past. Even though the startup cost was a bit on bit on the high side, Mark was sure he would quickly make his profits. And, like any other enthusiastic entrepreneur, he started taking steps to implement his idea.

What is the essence of starting up a business in an area where there is no manpower availability?

What is the essence of starting up a business in an area where there is no manpower availability; or you setup a business whose daily operations require technical skills that cannot be sourced locally or the labor cost is too expensive. So you must research to ascertain that there is availability and affordability of labour. You should estimate the salary and wage costs along with payroll taxes.

What happened to Mark’s business after one year?

After one year of running the business, things didn’t improve as Mark had hoped. In fact, sales dwindled. And Mark could no longer continue to fund the business. Mark approached a seasoned business consultant to figure out what could have happened and what could be done.

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