New product development concept testing for a wiper manufacturer client

Case Studies

Market Research and Analysis

Metals / Fabrication / Welding

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New product development concept testing for a wiper manufacturer client

Client description:

Wiper manufacturer

Challenge:

After identifying a need in grease/oil removal products the client wants to gauge the market to understand if the new product development makes sense. Addressing this need represents a huge opportunity and the client needs to test the concept, performance, and appeal before launching the new product into the market.

Methodologies:

Two 120-minute qualitative co-creation sessions conducted online and over the phone. Co-creation panels were comprised of recruited product buyers, purchasing decision makers and final users.

The result:

Qualitative co-creation sessions unveiled there are barriers to entry as respondents acknowledged that shop towels and wipes are a low mind share product. Yet, both product buyers and users liked the concept, and saw the value after testing prototypes and looking at video demonstration. Candidate responses confirmed there was a motivation to switch from current solutions as well as a willingness to pay a premium if prototype delivers on promises. Qualitative sessions provided variables to develop and test a quantitative survey to validate the impact on the market as a whole. Client was advised to make a business case to increase product mindshare in decision-making staff. The business case needed to quantify and justify the increase in worker safety, improved environment, the lowering of costs and the increase in productivity.

Geographic scope

Industries involved

Metals / Fabrication / Welding

Services applied

Concept Testing, Market Opportunity Study, Voice of the Customer

Methodologies

Qualitative Research, Quantitative Research

Practice area

Market Research and Analysis

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