New Product Development for sales success - BDRC Jones Donald

But we also understand the significant difference of research between projects to “evolve and adapt” and those where there is a need for revolution and disruption to reflect strides in technology or radical shifts in consumer expectations.

In the NPD process, the contribution of research can vary dramatically.  When looking at evolution and adaption, NPD research can help lead right from the initial idea generation stage because consumers find it relatively easy to imagine the “innovations” they would value.  However, in areas where technology and creativity are running way ahead of consumer thinking or imagination, research may have greatest value later in the process by focussing on idea prioritisation, demand generation, and brand positioning.

At BDRC Jones Donald we have expertise in five areas in the product development cycle:

• Product Review and Development which examines changing needs and the extent to which these are met by existing offers
• Idea Generation and Building Up through Blue Sky Workshops, “Conjoint Recipe Generation” and “What if?” games using micro-modelling 
• Concept Development
• Concept Testing to evaluate latent demand
• In Use Trial and Launch that “pressure tests” product delivery and value often utilising techniques such as Gabor Granger and Van Westendorp