Ideation benefits from product research, both in the idea generation phase, which aims to brainstorm as many ideas as possible, and in the screening and closing down phase.
Group discussions with customers, competitor analyses, analyses of the eventual product context, in-home observations, satisfaction research,... – they all contribute to your search for that one exciting and innovative idea or closing down of a less promising idea.
Once a particular idea has been selected to go forward with, it is characterized in a detailed product concept and description. The size, weight, features, functionality, and other specifications of the product are described.
The conceptualization phase is typically one in which many decisions are made. We give you the input you need to make informed decisions on best functional implementations, design choices, mechanical components, navigation, labeling, and so on.
In the design phase the overall look and feel of your product take shape. The mechanical architecture, materials and components are considered and selected.
In the design phase, customer feedback is an important tool for narrowing down the options and making a final selection. Additionally, it is often necessary to compromise between aesthetics and functionality at this stage. We help you strike the right balance for your customer.
During the development phase, the various components of the product are engineered. The product and its features are tested, modified and refined until it is ready for production. The different subsystems and subparts are assembled. Often earlier decisions need to be reconsidered or new choices need to be made at the drop of a hat.
Customer research gives you the input you need to make new well-informed choices. Furthermore, the subparts are finalized in this phase, which gives us the opportunity to run customer tests with functional subparts and to make any last-minute adjustments before final production.
During pilot production, production lines are set up and the first products are assembled. Pilot production gives you some functional samples of your final product. We use these to obtain feedback from customers and to remediate any issues before mass production starts.
Mass production creates the final products, ready for the market.
During the mass production phase we test the final product with customers. This last type of research is extremely informative with respect to customer information, product upgrades and the conceptualization of next generation products.
In the commercialization phase the product is launched into the market and first contact is established with customers. Advertisements and promotions are introduced and the shelves are filled with your products.
At this point, it is not just the quality of your product that is important - it is also the advertisements, the commercial environment and the sellers, just to name a few examples. We dive head first into the dynamics of all these factors that play a role on the shop floor.
The usage phase begins once the first customer buys your product and this poses many important challenges.
At this point, market research yields information on how customers are experiencing your product, which becomes valuable input for the next generation of your product or for new product ranges.