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.
