When you're developing a new product, and you're at the stage where what you don’t know is greater than than you know, it’s a great time to bring consumers in for qualitative direction. But six flavor options with three different flavor intensities each and three different sweetness levels each gives you forty-eight samples to decide amongst, and that’s before you even talk about color and texture! That’s just too many to put into traditional research—qual or quant—and expect to get meaningful direction. This is true for any new product with multiple attributes, from foods and beverages to automobiles and computers.
Our Consumer Lab approach takes small groups of respondents from attribute to attribute, feature to feature, letting you quickly and efficiently narrow your focus to just those product directions that have real promise. Start with as many as 500 possible attribute permutations, and finish with a handful or two of directions to pursue. And, because it’s qualitative-focused, you not only learn which directions are most fruitful, you also learn why, giving your scientists and engineers what they need to take your development to the next level.