Product/Service Development Studies

Product/Service Development Studies typically are executed when the client has a need to test new product ideas, names, packaging, a package burst, or a logo prior to making a substantial investment.  This type of study is also executed when there is a need to test the product or service itself before a launch or reformulation.  Monroe Mendelsohn offers its clients an array of Product/Service Development Study options to execute the appropriate test.

Included among these study options are the following:

 

Concept and Positioning Tests

With the cost of new product introductions skyrocketing, it has become extremely important to identify potential winners and losers as early as possible in order for clients to direct corporate resources wisely.

Monroe Mendelsohn’s Concept and Positioning Tests provide comprehensive approaches to learning whether concepts for new products or services, or a new positioning of a client’s existing products or services, have appeal to potential users.  Through in-depth diagnostic analysis, these tests should determine whether there is room for improvement in the core idea or how the core idea is communicated or positioned to its target audience. The following typically are measured in these studies: 

  • Likelihood to purchase or make a commitment to a concept or positioning and the factors that motivate them
  • The concept’s or positioning’s uniqueness versus currently available products or services
  • The believability and clarity of the communication
  • Comparison to currently available products or services
  • Perceived strengths and weaknesses
  • Product/service imagery for category-related benefits
  • Planned usage as either a replacement or as a companion product/service
  • Profile of those consumers most likely to accept/reject the product or service proposition

  

Name/Packaging/Logo Tests 

Monroe Mendelsohn’s Name, Packaging, and Logo Tests assure clients that they select the option(s) that effectively conveys the intended attributes and image of the products or services being offered.

 

Product/Service Testing

Monroe Mendelsohn’s Product/Service Testing Studies respond to a full array of testing objectives and concerns, including: 

  • New product/service development and guidance
  • Product/service improvement/reformulation/optimization
  • Line optimization
  • Line extension
  • Cost savings/cost reductions
  • Competitive benchmarking and assessment

Mendelsohn’s Product/Service Testing Studies typically are used in a number of ways, including:  

  • Measuring the extent to which a product or service meets consumers' expectations based on benefits, imagery, and values presented by the product or service’s concept or positioning;
  • Paired comparisons versus competitors' products or services for use in potential advertising claims, or versus multiple potential products or services being considered to ascertain which generates the highest acceptance among the target audience. 

For further information about conducting any of the prior Product/Service Development Studies with Monroe Mendelsohn, please contact , , or .