Focus Groups – Focus groups are an ideal way to explore the consumer’s in depth thinking about a new product. Watching a group of approximately 8 respondents react to a new product idea for 90 to 120 minutes can be very insightful. The Stamford Marketing Group has organized, conducted and analyzed over 1,000 focus groups related to new products. Based on these experiences we have developed a number of techniques specifically designed to get a group of respondents to describe their innermost thoughts and feelings about a new product idea.
Duos and Triads – Interviewing two or three people at the same time provides the opportunity to explore reactions to a new product in considerable depth. The process of using duos and triads is similar to the process of conducting focus groups and allows some of the same interpersonal stimulation afforded by groups. Because there are fewer people involved in the interview, however, duos and triads allow the interviewer to cover topics in more depth than a traditional focus group. It is also possible to bring in different segments of consumers, such as users and nonusers, to create confrontation which can lead to a better understanding of innermost feelings. The Stamford Marketing Group has conducted numerous duos and triads for its clients over the past 40 years.
Individual In-Depth Interviews – The in-depth face-to-face interview is a comprehensive way to identify the motivations of potential consumers of a new product. The in-depth interview generally lasts 45 to 60 minutes. Because there is only one person involved in the interview these interviews can be useful in probing deeply. They are also useful for interviewing about sensitive topics that cannot be discussed freely in a group setting. The Stamford Marketing Group has conducted thousands of individual in-depth interviews for its clients throughout the United States and in countries all over the world.
Internet Surveys – The Internet can be used to develop a quantitative understanding of consumer’s reactions toward and willingness to purchase new products. The Stamford Marketing Group has conducted hundreds of web-based surveys related to new products using worldwide online research panels of several million consumers. We work with the client in creating a questionnaire and survey sample that will effectively measure the reactions of a large group of potential buyers toward the new product. Panel members are then selected to participate in the survey and are invited to a secure Internet server to complete the survey. The data is then tabulated and analyzed to provide a clear picture of the new product’s potential.
In-Home Testing – Placing a new product in a potential customer’s home for a usage trial allows you to measure how effectively your new product delivers on its promises. The Stamford Marketing Group places new products in the homes of respondents who meet specific criteria. The potential consumer is then given time to use the product as they normally would if they had purchased the product. Reactions are then collected through a telephone interview or by the respondent completing an online survey.
In-Store Testing – Testing in a real-world environment is the best way to forecast the sales of a new product. The Stamford Marketing Group has conducted in-store tests for its clients in a broad number of different types of retailers for a variety of different product categories. These have included the categories of apparel, food and beverage, hardware, household products, non-package goods and even services. Retail channels have included supermarkets, drug stores, mass merchandisers, hardware stores, sporting goods stores and others. We work with clients in every aspect of designing, executing and evaluating in-store tests for new products.