New Product Development (NPD) programmes are expensive and NPD launches that don’t succeed can be very costly. That’s why so many organisations use market research to help them de-risk decision making. This module looks at the types of market research that is available; both qualitative and quantitative. It matches the right kind of research to the stage of the project. Early stage ideas need to be nurtured and here, heartbeat, pulse, qualitative research is best. But as the idea grows through the stage gate process and is preparing, possibly, for a multi-country launch, then it’s time for quant research using tools like Bases, Ipsos or Nielsen.
This module will cover issues like how to write a research-ready concept: choosing the right research tool; DIY V’s working with an agency: interpreting research and using research to make informed, evidence-based decisions. Research techniques specifically for food and beverages - organoleptic testing: taste panels; sensory cues and analysis. We will bring speakers in from IPSOS MRBI to discuss critical case studies in the food and beverage market.