We conduct concept and product development research in the following ways: household test, projective techniques and focus groups.
Respondents receive two or more unlabeled products to use in the household, in a real consumption situation. After a few weeks of use, they evaluate products based on characteristics that are considered important. This research enables the identification of the strengths and weaknesses of a product in relation to the competition and, accordingly, the further development of the product.
Design techniques are used to test the conception of a new or changed product. By examining the respondents' immediate associations with the product or by examining the product's personification, the manufacturer can determine whether the conceived product concept is in line with the way the product is perceived by consumers. For example, the manufacturer may examine whether the new product packaging conveys the desired image or whether the manufacturers perceive it completely differently.
Focus groups refer to simultaneous, group interviews with 8-10 people. Interviews are conducted by a specially trained moderator whose task is to develop group interaction and dynamics that lead to the generation of more ideas and concepts than is the case in individual interviews. Interviews are usually recorded to record both verbal and nonverbal reactions of respondents.
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