New Product Research: Laying the Foundation for New Product Success training seminars presented by Burke Institute register now on FindaSeminar.com

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New Product Research: Laying the Foundation for New Product Success  

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Seminar Summary:

In this seminar you will learn how to design and implement marketing research studies to guide the total product service development and evaluation process.  (see full course description)

 

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Training Course Syllabus:


NEW PRODUCT RESEARCH: LAYING THE FOUNDATION FOR NEW PRODUCT SUCCESS

In this 2-day seminar, you will learn how to design and implement marketing research studies to guide the new product development process. Specifically, you will learn customized, standardized and proprietary research methods used by professionals to:

  • Develop an integrated new product development process from idea to launch.
  • Create and develop concept ideas and statements.
  • Understand the key components of a new product sales forecast.
  • Optimize feature combinations using conjoint analysis to meet the needs of various demographic or behavioral based segments.
  • Assess performance of new products under natural and simulated test market conditions to assess their trial and repeat purchase potential.
  • Make decisions concerning brand name, package designs and positioning/repositioning.

NEW PRODUCT RESEARCH: LAYING THE FOUNDATION FOR NEW PRODUCT SUCCESS Course Outline and Schedule

8:30 - 8:45 Introduction

8:45 - 10:30

NEW PRODUCT DEVELOPMENT PROCESS & MARKET DEFINITION:

The steps and stages in the new product development process; the research needs during the various stages in the product life cycle and the applicable methodologies; the market definition process, market structure and segmentation.

10:30 - 10:45 Coffee Break

10:45 - 12:30 IDEA GENERATION:

Sources of new product ideas; consumer and expert-based approaches to idea generation: ethnography, co-creation qualitative, outcome-driven opportunity identification, etc. Role of the customer and the marketer in ideation. Workshop on creating an ideation research plan.

12:30 - 1:45  Lunch Break

1:45 - 3:30  CONCEPT EVALUATION:

Concept screening system attributes, and sequential-monadic designs. Elements of successful concept testing. Key considerations in presentation and evaluation of new product concepts; what to include in a concept statement, workshop on concept statement writing, how to design a concept test study and the questionnaire, how to interpret the results; the purchase intent question and the relationship between purchase intent and purchase behavior; considerations for online testing: some problems with traditional concept testing; naming research.

3:30 - 3:45  Coffee Break

3:45 - 5:00  CONCEPT/PRODUCT OPTIMIZATION:

Conjoint analysis: what it is, when to use it, how to use it; case studies using conjoint analysis; alternatives to conjoint analysis; variety optimization using TURF; price optimization.

Second Day

8:30 - 10:30  CONCEPT/PRODUCT POSITIONING:

Strategies for positioning new concepts and existing products; use of perceptual mapping and related techniques in positioning research; comprehensive case study illustrating positioning a new product based on factor analysis.

10:30 - 10:45  Coffee Break

10:45 - 12:15 PRODUCT TESTING:

Key decisions in product testing; interpreting product test data; packaging research; product test designs for evaluating one, two or multiple products.

12:15 - 1:30  Lunch Break

1:30 - 3:15  FORECASTING:

Steps in planning a test market, data sources and key measurements; simulated test market models (STM's), how they work and when to use them; key components in a volume forecast; forecasting principles; common sources of error. Workshop on designing a forecasting research plan.

3:15 - 3:30  Coffee Break

3:30 - 4:30  LAUNCH MANAGEMENT:

Pre-launch checklist; the role of marketing research after product launch; sales and consumer tracking; growth strategies; research for mature and declining products.

Concluding Remarks

Seminar Summary:

In this seminar you will learn how to design and implement marketing research studies to guide the total product service development and evaluation process.  (see full course description)

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