New Product Development Research Services

Brandspeak's innovation and new product development (NPD) research services provide essential support at every stage of the NPD process, from idea generation and concept evaluation, through to market launch and in-market management.

What Is Innovation and New Product Development Research?

Innovation and NPD market research refers to the process of gathering, analysing, and interpreting market research data, to inform the development of new products or services. Research may be conducted at different stages of the development process to:

• Identify unmet consumer needs and opportunity areas.
• Define target audiences and ‘must have’ proposition features and benefits.
• Evaluate initial concepts.
• Test prototypes.
• Evaluate and monitor post-launch success.

Innovation and NPD market research may include different, qualitative, and quantitative methodologies, as well as co-creation, workshopping, and desk research.

The Benefits of New Product Development Research

Differentiate Your Offer

In a crowded marketplace, differentiation is key!
Innovation and NPD market research enable you to identify the game-changing consumer needs, behaviours, and trends that you can address to maximise proposition differentiation and appeal.

Reduce Risk of Failure

It is commonly agreed that new products and services have a success rate of around 20%.
However, by conducting the right market research at the appropriate stages of the development process, the chances of developing a highly successful new proposition increase significantly.

Maximise Innovation ROI

Innovation and NPD market research enable you to maximise innovation ROI by weeding out new concepts that don’t have commercial potential before significant R&D sums are spent on them.
Moreover, by using research to enhance the user experience, create innovative packaging or deliver differentiating marketing strategies, both the rate and speed of consumer adoption can be maximised.

Some Of Brandspeak's New Product Development Research Services

Idea Generation and Screening

At the beginning of the new product development process, quantity is as important as quality.

That’s why, at the project’s outset, we’ll use a mix of workshopping, co-creation, and market research to help you generate as many new proposition ideas as possible.

These are then gradually stress-tested by stakeholders and consumers until only those with significant potential remain, to be taken through to concept development and further evaluation.

Concept Development

The Concept Development stage may include market research and creative workshops, which can be run on a co-creative basis, including both stakeholders and consumers.

This stage is used to evaluate ideas on a Stop/Go basis, before expanding those that pass into fully formed concepts for further assessment. This is done by adding a detailed description of features and benefits, consumer demographics, key occasions, needs and reasons to believe.

Developing mood boards, branding, packaging and web page designs at this stage will also bring the concepts to life.

Concept Evaluation and Approval

Robust concepts can be evaluated and refined by the target customer, using qualitative research and/or co-creation. Their purpose is to assess and refine thinking to date and obtain a more rigorous evaluation of their commercial potential.

It is at this stage that quant is required, to assess the relative and absolute appeal of each, shortlisted concept, and its component parts, including pricing.

The quant can also used as the basis for more extensive financial, opportunity modelling.

Brandspeak's Innovation and NPD Research Methods

Brandspeak uses desk research, qualitative exploratory focus groups and interviews, ethnography and quantitative surveys to conduct conduct innovation and NPD research.

Why Choose BrandSpeak?

Our team is a brilliant blend of highly experienced and passionate individuals who share a love for market research.
The team is led by our MD Jeremy Braune, who is also Head of Qualitative Research, and a brand strategist with over 20 years’ experience. Jeremy has conducted NPD and innovation work in the US, Europe and APAC, for brands including Cadbury Schweppes, The Glenlivet, Bells, Guinness, General Motors, Nintendo, Renault, Müller Dairy, and British Airways.

Mark Bagnall is our Head of Quantitative Research and a senior figure in the market research industry, with over 20 years’ NPD and Innovation experience for brands including Nivea, Holsten Pils, Trewithen Dairies, Asda, Morisson’s, Co-op and Movicol.

Each of our wider team members possesses a unique skill set, ensuring that our clients benefit from a holistic and comprehensive approach to new product development research.

Brandspeak is honoured to be part of The Association for Qualitative Research (AQR) and The Market Research Society (MRS). Being a member of AQR demonstrates our commitment to quality in research across the UK and beyond. It highlights our role in an influential group that shapes our industry. Joining MRS, a leading body for research professionals, reflects our promise to uphold the highest standards in our work. We are committed to providing top-notch insights and research, guided by the principles of these respected organisations.

Brands We've Worked With

Customer Testimonials

I have worked with Brandspeak for some time now as a supplier, writing content such as blogs and articles. You can tell a lot about a company by how it treats suppliers – especially freelancers. Jeremy is unfailingly thoughtful and responsive, gives detailed, clear and easy to follow briefs, always gives feedback and – the holy grail for freelancers – pays super fast. Overall, a pleasure to work for.

Judith Staig

Brandspeak are a highly professional research agency. As a supplier they are welcoming, easy to work with and always appreciative of the services I supply. I look forward to continuing our enjoyable, working relationship in the future.

Sarah Taylor

TEAKI LTD

Brandspeak is an absolute pleasure to work with! I’ve collaborated with them on a few projects for online research for their clients. The experience they bring to each and every project is very thorough, and their survey design work is very well put together. Looking forward to many more projects with the folks at Brandspeak!

Ann Spelman

Professional & friendly with a great team to support your research needs!

Lauren Williams

We worked with Brandspeak on a brand awareness project and we were extremely pleased the quality of service and the process. They understood the complexity of the briefs and ask plenty of questions to make sure they fully understand the objectives. They interacted with all levels of people in our business and understood the differences within the market and suggested ways to tie the research together so it was still comparable. The results were delivered with easy to digest summaries that could be used across the business. We would highly recommend using them

Steven Hughes

Regatta Ltd

Brandspeak are fantastic to work with. They listened to our brief carefully, understood exactly what was required, then got cracking. They delivered exactly what we were after, presenting to us often complex data in an easy-to-understand fashion, enabling us to take the work forward and really make use out of it. Mark in particular was amazing to work alongside, and I wouldn’t hesitate to recommend both him and Brandspeak in the future. Thank you!

Sam Heague

Extracover Limited

Brandspeak were very helpful through this project. With regular check ins with the team to finesse the brief, through to consistent communication during the research and results delivered promptly, I can’t fault the team. The results have been helpful in shaping the future of our brand strategy

Harry

Brandspeak were a pleasure to work with. They’re extremely helpful and professional and truly experts in everything they do. They were able to help us and provide valuable knowledge throughout the entire process, from helping curate survey questions, carrying out the research and feeding back the results in a clear and proficient way, all with exceptional communication. Thank you Mark Bagnall and the Brandspeak team. Would recommend and definitely use again.

Grace Hughes

Blink

Working with Jeremy from Brandspeak has opened my eyes to how powerful good quality quantitative data can be to inform and drive better business decisions.

Adrian Chatterton

UK Product Manager, Spine & Orthobiologics, Stryker

We worked with Brandspeak on some qualitative research for a significant redesign of our products and our brandmark. Their approach was extremely professional, they took the time to clearly understand the brief and overall were very informed in the world of research. I wouldn’t hesitate to recommend them or use them again in the future.

Victoria Leigh-Pearson

Director, Group Sales & Marketing, John Ross Jr (Aberdeen) Ltd/Coln Valley Smokery Ltd/PR Foods

From the moment I contacted Brandspeak I can’t thank Jeremy and his team enough. Offering a professional approach they took the time and effort to make the whole process easy and effortless. I highly recommend Brandspeak and look forward to working with them again in the future.

Verity Kimber

EU Transition Manager, SHOTT Beverages

Brandspeak helped us with getting invaluable market insights! They showed great flexibility and professionalism throughout the entire process and provided us exactly with the results we needed. I would recommend working with Brandspeak to anyone and anytime.

Tom Suberg

IT Project Manager at J.H. Tönnjes E.A.S.T. GmbH & Co. KG

Brandspeak recently conducted a complex and sensitive piece of research for us across the US, China, India and Europe. The work was carried out with the utmost professionalism (particular thanks to Jen!) and has provided us with invaluable insights that exceeded our expectations. A great team to work with and thoroughly recommended!

Tom Green

Marketing Manager | Industrials Group. Garner Denver Limited

How To Get Started

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Innovation And New Product Development Research Services In London

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Frequently Asked Questions

What is NPD in innovation?

NPD stands for New Product Development, which is the process of finding opportunities, generating ideas, and building and deciding between new product and service concepts. Innovation is a broader term meaning applying new ideas to business.

What is the relationship between innovation and new product development?

Innovation is a broader term than NPD. Innovation can apply to processes and strategies as well as products and services. Additionally, innovation can be brought to help change and develop existing products, or market and position them in novel ways.

How does innovation help in product development?

Innovation is about bringing together an understanding of customers’ needs, business capabilities and future trends in a novel way to create new products, processes or corporate strategies and tactics. Innovation is necessary for NPD so that products stand out from the competition.

Brandspeak is a leading research consultancy formed in 2004 by a group of colleagues with a shared desire to deliver game-changing research and strategic thinking.

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