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Front-End New Product Development
(NPD) Services
Concept Testing
Purchase Intent and Pricing
POS Merchandising & Packaging
Repositioning
Other (Market size/share, ad concept…)
Front-End New Product Development (NPD) Services
Do you want to challenge conventional
thinking about who your customer is, how they think
and ways they use your products in the real world?
Do
you want to enter a new market or expand an existing
line with products that fill unmet needs
in the marketplace?
Contextual methods, such as
passive
observation, active
observation and ethnography,
achieve a deep
understanding of how products and services fit
into your customers’ lives.
We observe your
customers in the real-world settings where they
use your products. This method reveals
a wealth of spoken and unspoken needs that may
not be uncovered in the laboratory-like settings
of traditional research methods.
Chance occurrences
and “workarounds” seen
in the home, store or workplace provide deep insight
into the bond between customers and the products
they use. These scenes, played out in everyday
life, hold the key to new and innovative product
concepts.
Concept Testing
Your
customers’ unmet
needs have been identified.
You have one or more
concepts that need to be tested.
We’ll
take your concepts and develop an appropriate research
plan that provides the information
you need to move forward.
On occasion, it is necessary
to return to the field for additional contextual
interviewing. Other
times a traditional qualitative or quantitative study is sufficient. No matter what your need,
we will provide a solution that best matches
your objectives.
Purchase Intent and Pricing
Your concept
is well defined.
You have sketches, models or prototypes
available.
Now it’s time to see if anyone
will buy your product, and at what price.
Based
on your target market, we’ll develop
a quantitative method to assess the market potential
and price level you can expect to achieve.
POS
Merchandising & Packaging
Does
your product packaging and merchandising convey
its benefits? Do your POS materials effectively
sell these benefits?
An award-winning product might
not live up to expectations if the packaging
and merchandising
materials fail to convey relevant benefits.
The
Caney Group tests how effectively your POS materials
and packaging convey your message and
contribute to the sale of your product. Our tests
reveal the strengths and weaknesses of your POS
materials. What’s more, we test your materials
in the same environment where customers buy your
product—inside the store.
Whether we’re
testing new POS materials or a repositioning initiative,
we will employ either
a contextual approach or a traditional quantitative method
to discover what’s working, what’s
not, and why. We then provide fact-based recommendations
on how to change these materials to address your
customer’s needs.
Repositioning
How can you reposition
a brand without first knowing what your customers
think of it?
It’s hard to understand the
deeply rooted emotions and feelings that form the
complex
decision-making
process.
Ethnography is an excellent way to
reveal deep and often surprising insights about
what your
brand
means to your customers in the context of their
everyday lives. Insights gained through your customers’ language
lead to effective brand repositioning programs.
We
delve deep into your customers’ lifestyle
to reveal enlightening and often surprising insights
about how your customers relate to your brand.
Other
(market size/share, ad concept, etc.)
Do you need
to make tactical or strategic marketing decisions,
but lack the facts needed to make an
informed decision?
We specialize in topics ranging
from market size and share, customer satisfaction,
field product
performance, ad testing and other situation-specific
issues.
If you need facts to make important
marketing decisions, give us a call and we’ll
create a customized research solution for you.
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