Product Assessment

But will people like it?

A question best asked before a big launch. Recently, a leading automobile manufacturer was redesigning a vehicle that had underperformed in the market. We used our Product Assessment tool to get insight from their target market on the redesigned vehicle, and also to determine the positioning strategies that most resonated with that audience. The vehicle was re-launched, jump-starting sales and meeting key sales goals.

Tool Description

This research tool is conducted to refine and enhance existing products, prototypes, technologies and features. Results are used to fine-tune the product, prototype, technology or feature to increase target market acceptance. Thus, this research allows manufacturers to “validate” final products prior to market introduction. It is mostly a quantitative method, usually conducted in a central location, with qualitative input to more fully understand the quantitative findings.

Benefits

• Gauge market appeal, fit or potential of a new product for customer needs
• Refine/maximize existing product or prototype performance, appearance and fit with desired image for target market
• Directly compare the product or prototype with key competitive products in the marketplace to understand strengths and areas for improvement or opportunities
• Test the fit of positioning/marketing messages with target market
• Provide market information to confirm or alter business case

Gongos Advantages

• We offer Web-based tracking of target sample quotas during the recruiting process and for the duration of fieldwork.
• Our self-administered, Web-based data collection via handheld computers results in:
  • Flexible survey design, allowing last-minute changes
  • No chance for incomplete surveys
  • On-site summary tabulations and charts, at any requested interval, for real-time decisions
  • Rapid turnaround of final tabulations and charts (within hours of fieldwork completion)