Research for product and service innovation, from first idea to launch
New products and services rarely fail because the underlying idea lacks merit. However, they often fail because false assumptions go unchallenged, or because critical insight isn’t available when decisions are being made. Brandspeak’s new product development research tests those assumptions and provides that insight at each stage, so you can develop with confidence and invest only in ideas that have genuine potential.
Brandspeak works alongside organisations throughout the NPD process, answering the questions that decide whether a new product or service succeeds: who it is for and what they need, which features and benefits matter most, what price customers will pay, and which messages will give the launch the greatest impact.
Our product development research follows the three stages of the innovation process: idea screening, concept testing and prototype evaluation. At each stage, we recommend the research approach that best fits the decision being made. Often a single method is enough, while some decisions call for a combination. Either way, you’ll have the evidence you need before committing further budget.
Once a product or service has launched, Brandspeak’s GrowthTrack methodology can track how it performs in the market and what is driving its growth.
Brandspeak has been running product development research for over 20 years, as members of the AQR and the Market Research Society, working with organisations that need to know an idea will land before they build it.
New product development research gives a business the clarity and evidence it needs to make better decisions and keep development focused at every stage of the innovation process.
Early feedback on emerging ideas and concepts exposes weaknesses before investment builds up. By challenging assumptions and testing ideas against customer expectations from the outset, the research helps avoid expensive errors and improves the odds of commercial success.
Research reveals the unmet needs and usage behaviours that point to where a new product or service could add real value. This keeps development focused on genuine customer demand, rather than internal assumptions or copying what competitors already do.
Research shows which features matter most to customers and where complexity can be stripped out, so the proposition evolves on evidence rather than opinion. The result is faster iteration, closer alignment between teams and less wasted effort on the way to a viable product.
By showing how different customer segments judge value, NPD research informs pricing, positioning, packaging and channel choices. That evidence supports a launch strategy that is relevant to the people it targets and encourages them to try the product.
Brandspeak draws on a range of research methods and chooses whichever best fits the question at each stage: co-creation workshops, qualitative research, secondary research and market intelligence, ethnography, online surveys and pricing research.
Co-creation workshops bring together consumers, category experts or internal stakeholders to explore early ideas and develop new concepts. They help shape the direction of development before resource is committed to formal concept work.
Focus groups and in-depth interviews explore target audience needs, motivations and category behaviours in rich detail. This qualitative research surfaces the unmet needs and opportunities that new concepts should be built around, and later shows how people respond to those concepts and why.
Desk research identifies market trends, competitor activity and category developments. It provides the wider context needed to judge where a genuine opportunity exists before concept work begins.
Ethnographic research observes how people actually use products and services and make decisions, whether at home, in store or online. It exposes the difference between what people say they do and what they actually do, which is often where a promising concept succeeds or fails in market.
Online surveys measure concept appeal, feature priorities and purchase intent across a representative sample, so promising ideas are tested against hard numbers. They can be used on their own or once qualitative research has narrowed the field, and they give decision-makers the confidence to commit further investment.
Pricing research establishes what customers are willing to pay and how price affects their choices. Van Westendorp price sensitivity analysis identifies an acceptable price range. Conjoint analysis shows how customers trade off features, benefits and price, so you can set a price point that balances appeal with margin.
Brandspeak’s new product development research services cover the three stages of the innovation process, giving you evidence-based direction from first idea to launch.
As a full service market research agency we support research in 40+ global markets, working with native-speaking moderators and trusted in-market partners to ensure cultural accuracy and insight quality. Wherever your audience is, we can reach them and deliver insight that drives better decisions.
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As one of the UK's most experienced market research agencies Brandspeak brings scale, consistency and depth to every project.
Years of NPD Research Experience
Product Development Projects
Concepts Tested
Focus Groups & Depth Interviews for NPD and Innovation Clients
Ethnography and Observational Studies for Innovation Clients
International Markets with NPD Research Delivered
New Products and Services Taken From Early Idea to Launch-Ready
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We worked with Brandspeak on a brand awareness project and we were extremely pleased with the quality of service and the process. They understood the complexity of the briefs and asked 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.
Lauren Williams
With offices in London, Bristol, and Birmingham – and partners across the world – we provide global reach with local expertise. Our team is ready to discuss your business challenge and show you what's possible with the right insights.
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