Posts Tagged ‘New Product Development’

Current Day Qualitative Market Research in a Nutshell…

ImageIt’s been a while since I have had the time to blog about some of the excellent articles I am reading regarding trends in marketing and market research.  Well, have a got a great one for you.  It’s from the folks at GreenBook.  I have relied on the GreenBook for my market research needs for more than a decade and they have really hit it out of the park with their new book entitled:  New Qualitative Research.  It’s the quintessential guide to qualitative research options today.

Here are some of the highlights that I think you will find interesting…

They break out qualitative research into two buckets:

  • Real-time (live)
  • Non-real-time (asynchronous)

Here’s what they are saying fit into these buckets:

Real-time (live) qualitative options

  • Face-to-face one-on-one or group sessions, at research facilities or other locations
  • Webcam/video one-on-ones or groups via computers or mobile devices
  • Text chat, instant messaging, or SMS texting dialogues with individuals or groups, using computers or mobile devices
  • Landline or mobile phone one-on-one or group discussions — with or without web support for showing multi-media information or concepts, collaborating with markup tools, sharing computer screens remotely, and more

Non-real-time (asynchronous) qualitative options

  • Online discussion boards, forums, or collaboration platforms for one-on-one or group interactions that may include Q&A dialogues, projective or immersive activities, journaling/diaries,/blogs or other multi-media activities accessed via computers and/or mobile devices
  • Longer-term insight communities, co-creation networks, or other longitudinal approaches
  • Social media listening/observing, or engaging social media users in market research

Ok, now that you have the techniques…when do you use them.  I say, read the article and decide for yourself what makes sense for your business. I am partial to focus groups and social media listening myself, but I am sure that I could gain a lot from building a discussion community.  Ah if only I had the time and money!

Happy Marketing!

Product Placement…the easily forgotten differentiator!

There are many forms of delivery for your marketing program…have you considered product placement lately?  Ok, placement is one of the four P’s of marketing….but how can you use product placement to your marketing advantage?    (Oh and by the way…I am not talking about shelving here…though this is a way to get your product noticed.)

Here’s how three easy steps:

  • Determine where your target market spends their physical time—you have heard the adage “fish where the fish are” right?  Why not put your fancy net where the fish like to swim…if only briefly?  For example…where do people who want to get married spend some of their time?  Why, waiting in line at city hall of course!  If you are providing goods and services supporting marriage…why not get your brochure there?
  • Let them use it—when it comes to placement, one size does not fix all.  You don’t always have to focus on putting your brochureware where people can see it.  How about letting your target market actually test out your product in a place they were going anyway?  For example, Haws Corporation has a solution to bottled water called the Hydration Station.  And, to get people used to their product concept and see if their target audience would resonate with their product, they had Hydration Stations set up at The Sundance Film Festival.  What a great way to build a buzz for your product! 
  • Determine your potential local distribution partners—as a business owner, you should always be thinking about what partners could provide your information to your target market for little or no cost to your company.  For instance, a great distribution partner for companies whose target markets are new businesses and people new to an area is a local chamber of commerce or a visitor’s center.  They regularly market to this company’s target market and it should be able to get the company’s name out relatively inexpensively.

Have some additional placement ideas?  Let me know in the comments section below!

Happy Marketing!

The next generation of new product development…

As a marketer and a market researcher, I get really jazzed when I find something that makes my job easier…a lot easier.  And I just found something that I believe will revolutionize the new product development component of marketing.  Here’s how:

When you are developing a new product, one of the major headaches you will experience revolves around getting comps (marketing or engineering) of your product to show potential investors, partners and/or distributors.  Not only can this development phase be costly in terms of prototyping, but it can take a lot of time and people resources.   

Well folks, I am very happy to say that times they are a changing as it relates to prototyping.   

Enter the talented folks at PixelMachine!   

To better explain how Pixel Machine makes CGI visualization work for their clients, let’s look at it in a “problem/opportunity/result” way. 

Analysis Paralysis: Stop doodling and start rendering!

(Click here to see the before and after)

Problem: Building physical prototypes of products in development is fantastically expensive. Using illustrations and cobbled together mock-ups not only degrade the effect of the prototype, they can be at odds with your high quality (high price) brand strategy.  Thus, your comps detract from your brand and leave you with zero interest with respect to investors and distribution partners.

Opportunity: CGI can create a realistic and accurate image and video of your product BEFORE it is actually built.  Thus, it allows you to test your product in focus groups and elsewhere, gain valuable consumer and end-user insights and develop initial marketing materials before you have invested the huge amount of money in prototyping. Edits are quick and require only a re-rendering.  Imagine that!

Result: Final renders (that model your product from supplied schematics or illustrations) are developed with accurate materials such as metals, plastics, glass, paper, etc. resulting in physically accurate images suitable for making mission critical development decisions and changes.

 Departmental Inertia: CGI allows Engineering and Marketing to work together, imagine that!

Problem: You’ve spent money on in-house or contract CAD design of your product, but you need photorealistic images or video to promote the product in print, on the web or on mobile devices. Further, CAD rendering quality usually leaves much to be desired.

Opportunity: Leverage your sizable costs of CAD development by using existing CAD files for photorealistic images and video animations.

Result: Using your provided CAD designs, the company creates imagery (still and animated) that is indistinguishable from photography or captured video. They can animate product functionality, show exploded views, 360˚ rotations, etc.  In the end, you receive hi-resolution images and videos of your products at a cost that is far less than ‘from scratch’ model creation… it allows you to get more mileage out of your CAD investment!

While you won’t ever really get around having to do physical prototyping, what CGI visualization allows you to do is do a better job at concepting and evaluating new product ideas before you spend the money, time and people resources to develop a physical product. 

So what does this mean to me?  As a marketer (and a market researcher for that matter), I can have a much more defined and evaluated product before I enter a market or look for “angel” funding.

 Happy Marketing!

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