New Product Development

Thinking of launching a completely new product or a variant of an existing one?

The Ehrenberg-Bass Institute has considerable experience in a number of different techniques that can be used to gauge:
  • the likely up-take of new products

  • the preferred composition of new products
In the past we have used probabilistic measures to determine the proportion of buyers who are likely to buy a new product, a new category or a particular variant. We have done this for a range of categories from community housing to hi-tech information services for public transport commuters.

We also use techniques such as conjoint analysis to determine the ideal composition or bundle of features for new products.

In such studies we always bring 'prior knowledge' about the ways that markets 'work'. This helps us and the client in interpreting the results and their implications for managers.


Please email Elke.Seretis@MarketingScience.info for further information on any aspect of New Product Development Research.





EhrenbergBass_CB_UniSARGB

Professor Andrew Ehrenberg
(1926 - 2010)

August 2010

We are very sad to lose a legendary figure in marketing, market research and the statistics field. Over his life Professor Andrew Ehrenberg’s contribution to the development of marketing science has been enormous. The Ehrenberg-Bass Institute (with colleagues at the Ehrenberg Centre, London SouthBank) will build on his legacy as we continue to develop empirical generalizations in marketing. 

We are sad to lose this great man who was a pioneer in our field, and a dear friend to his colleagues.
The Ehrenberg-Bass Institute

The Ehrenberg-Bass Institute has over 50 marketing scientists contributing to ground breaking research and analysis.

Our research discovers how buyers behave, brands perform and how marketing really works.

Our findings give meaning and context to marketing research, turning data into insightful and meaningful strategy.

We have experts in the areas of:

Advertising
Brand Equity
Marketing Metrics & Buyer Behaviour
Pricing
Media
Sustainable Marketing
Wine Marketing
© 2009 Ehrenberg-Bass Institute for Marketing Science