Abstract:

This presentation provides a compelling case study of how a client company, faced with the significant challenge of taking a business product to the consumer sector, used market research as a critical tool to build a business case and guide a product launch. With just over a year to launch, a multi stage market research programme was implemented to inform market entry strategy, product design, route to market considerations and branding marketing strategy. Ultimately, the research-based strategy helped to minimise the very tangible risks of launching a new product in a developing and increasingly competitive category.