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New Product Development Research

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.