At Catalyst, market research is a vital part of the product development process. Our design and marketing teams are intimately involved in the development of each research study, which introduces a unique perspective. We begin by 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. As part of the Discovery Phase, research can set the tone and direction for the entire project.
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. The feedback obtained from these sessions is invaluable to the design team.
Mall intercepts and online surveys shift the focus from a group setting to an individual perspective. These methods provide a larger sample audience with a “what do you like and why” list of questions.
Trending also plays an important role in product design and development. This allows designers, before marketing specifications are finalized, the opportunity to investigate related or non-related categories, industries and products. They also look for trends in materials, color and technology that might affect the design or future design of the product.
Observational studies are probably the most important research method used in the product development field. 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– sometimes with brutal honesty.
We are passionate about product development and cannot wait to hear about your opportunity. Contact our product design team using the online form or call us at 1-866-275-2757.