Building a new product development testing program to deliver unprecedented consistency and flexibility across a large organization
The program is creating enhanced efficiency, insight, and impact among consumers and B2B audiences at a global scale.
The program needed to link results to actual commercial performance, define success with benchmarks and arm the business with enhanced targeting information.
To develop the program, we spent significant time listening and learning about their existing processes and their unfulfilled needs to more effectively build winning products. We weighed the benefits of standardization against the flexibility needed in a fast-moving business environment.
We ultimately built a new product development program that included multiple methods for different situations – from simpler concept tests, to more sophisticated trade-off analyses. We designed the program so that any of the company’s needs – from core products to digital innovations – could be tested.
For each concept we:
- Sized the opportunity and profiled prospects or customers most likely to use
- Identified which features and benefits were most important in driving behavior
- Provided recommendations on how the products could be improved across a set of KPIs
