Product Excellence IHUT
Summary
A health and medical device manufacturer was relaunching a new product and needed to evaluate it versus the competitive set.
Strategic Issues
A global health technology-driven company came to Decision Analyst to ask that their product be evaluated prior to the relaunch. This product was successful in one market in the European Union (EU) was about to launched in multiple other EU markets. But prior to that there had been some product enhancements that they wanted tested. In addition, before more widespread product trial and usage, there was a desire to optimize the customer usage experience and value proposition.
Research Objectives
This technology was widely available in salons, but not in consumers’ homes, so it was important to understand how comfortable consumers were using the product/technology themselves. It was also important to evaluate the effectiveness and understandability of the instructions. Measuring product efficacy on among a broad target audience was important. In addition, the product ergonomics and how/when/where the product was used and stored.
Marketing Research Design and Methods
Women in the UK were recruited to utilize the device at home for an extended time period to provide both quantitative and qualitative feedback. The overall testing time period was approximately 12 weeks. Respondents provided online usage journaling about the product and its effects. The survey identified ease of understanding instructions when unboxed, ergonomic factors, ease of use, efficacy, as well as other usage and liking factors by users. At the end of the research, concept testing, position, pricing, and other marketing variables were evaluated.
Results
The product test results were very helpful to identify concerns that participants had about using this new product correctly, it's pricing, and it's durability. The client learned what information needed to be addressed in the product instructions, one the packages, and in the advertising. Additionally, the research identified areas where the product could be improved. With this knowledge, the product launch more successful.
Marketing Research Services
If you would like more information on Product Testing Research, please contact Bonnie Janzen, President (bjanzen@decisionanalyst.com), or Felicia Rogers, Corporate Executive Vice President (frogers@decisionanalyst.com) or call 1-800-ANALYSIS (262-5974) or 1-817-640-6166.