Course Outline and Schedule

Day 1

8:30 am – 5:00 pm

Introduction

Session 1 - New Product Development Process & Market Definition:

• The steps and stages in the new product development process
• Research needs during the various stages in the product life cycle and the applicable methodologies
• Market definition process, market structure and segmentation

 

Session 2 - Idea Generation:

• Sources of new product ideas

• Consumer and expert-based approaches to idea generation: ethnography, co-creation qualitative, outcome-driven opportunity identification, etc.
• Role of the customer and the marketer in ideation
• Workshop on creating an ideation research plan

 

Lunch

Session 3 - Concept Evaluation:

• Concept screening system attributes, and sequential-monadic designs

• Elements of successful concept testing
• Key considerations in presentation and evaluation of new product concepts
• What to include in a concept statement, workshop on concept statement writing, how to design a concept test study and the questionnaire, how to interpret the results
• The purchase intent question and the relationship between purchase intent and purchase behavior
• Considerations for online testing: some problems with traditional concept testing
• Naming research

 

Session 4 - Concept/Product Optimization:

• Conjoint analysis: what it is, when to use it, how to use it
• Case studies using conjoint analysis
• Alternatives to conjoint analysis
• Variety optimization using TURF
• Price optimization

 

 

Day 2

8:30 am – 4:45 pm

 

Session 5 - Concept/Product Positioning:

• Strategies for positioning new concepts and existing products

• Use of perceptual mapping and related techniques in positioning research
• Comprehensive case study illustrating positioning a new product based on factor analysis

 

Session 6 - Product Testing:

• Key decisions in product testing

• Interpreting product test data
• Packaging research
• Product test designs for evaluating one, two or multiple products

 

Lunch

Session 7 - Forecasting:

• Steps in planning a test market, data sources and key measurements

• Simulated test market models (STM's), how they work and when to use them
• Key components in a volume forecast; forecasting principles
• Common sources of error
• Workshop on designing a forecasting research plan

 

Session 8 - Launch Management:

• Pre-launch checklist

• Role of marketing research after product launch
• Sales and consumer tracking
• Growth strategies
• Research for mature and declining products

What Past Participants Have Said About This Seminar

Verbatim evaluations from participants who have attended the "New Product Research: Laying The Foundation For New Product Success*" seminar. Names of evaluators have been left out as a matter of professional courtesy.

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"Excellent! I was very impressed with the volume of information presented and the way in which it was presented (examples, specific
recommendations). Excellent speaker."
Market Research Manager, Meridian Bioscience

"Excellent! Very comprehensive. Decision oriented rather than theory oriented. I have a much clearer understanding of techniques that I had only
partial (or erroneous) knowledge. Content very complete ... covered all the topics I need. I'm very glad it included ideation and conjoint. Outstanding speaker - knowledgeable, interesting, dynamic."
Assistant Marketing Research Manager, Pillsbury Company

"Excellent - provided ideas and methodology that I would implement. Speaker - excellent command of subject."
Director, Jimmy Dean Co.

"Fantastic and on-track! The manual will be a great addition to our reference library! Priceless! So well laid out. Speaker
excellent, interesting - on-track."
Product Researcher, Midmark Corporation

"Excellent ... grand overview; (speaker) . . . excellent preparation and presentation. Tremendous background and experience. Made the seminar
invaluable. Seminar manual will be utilized by our staff as a reference."
Senior Market Research Analyst , Sprint

"Excellent! Everything you always wanted to know (and needed) about research for new products but were afraid to ask. Thorough/relevant/real
case studies. (Speaker) ... high energy level, technical expertise and obviously a big, big commitment to marketing research. Outstanding presentation skills."
Brand Research Manager, Procter & Gamble

"Very detailed and thorough discussion of techniques and tools for new product development. Very targeted on entire process."
Sr. Market Research Analyst, Nicor

"Another wonderful seminar that I found very helpful. What I need to know."
Market Research Analyst, Northeast Utilities

This course is only available for in-house/on-site presentation. To schedule an on-site presentation, please contact us at 800.543.8635 or email us at info@burkeinstitute.com.