We often start working with clients during the pre-concept phase—conducting foundational research such as market sizing or segmentation analysis.
From there, we’ll conduct qualitative and quantitative concept testing such as focus groups and surveys.
After greenlighting, we’re often asked to do usability testing once the product is in a viable state.
Positioning and pricing testing are usually conducted in the last stages.
Their impact should not be overlooked, as positioning and pricing can radically affect the consumer reception of a product.
Our client was a startup, launching a product in a very nascent category. We had already conducted significant research—identifying the target audience and interest in the product.
The product was premium priced, suggesting that there might be significant price sensitivity, and positioning was critical.
Their advertising agency had developed three distinct positioning themes and wanted to evaluate them.
Determine optimum product positioning
The positioning study used a monadic survey approach.
Product positioning that met the needs of the target audience, resulting in a successful product launch
