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 At Catalyst, we believe that market research is a vital part
of the product development process. We begin with a 30,000 foot view learning who your customer is, how they shop, why they buy and what makes them
tick. Understanding this behavior increases your opportunity to launch a successful product. Whether
you choose to use qualitative or quantitative research, Catalyst uses several
methods and tools to uncover the information you need and translate it into a
final product concept. As part of the Discovery Phase in the Catalyst 6D
process, research sets the tone and direction for the entire project.
Qualitative Research Methods (who, what, how, why)
Catalyst focus groups are commonly used for activities like "Voice
of the Customer" sessions, which encourage group participation. These sessions include discussions that focus
on customer likes and dislikes and their opinions on related topics like
safety, design, features, brand, price and value. The group dynamics of this
research method play an important role in the outcome, especially if the
participants are allowed to inspire each other and push the design further than
what is presented. Obviously, the feedback obtained from these sessions is
invaluable to the design team.
Observational studies are probably the most important research
method used in the product development field and can be used to achieve qualitative and/or quantitative results.
Whether observing buyers at the actual point of purchase or creating an
environment for customers to interact with product, watching consumers use your
product or make a buying decision will reveal answers to many of your questions
with brutal honesty.
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