Using Market Research in Early Stages of Product Development. Is There a 'One' Way?

In April 1999, VNU Tijdschriften (The Netherlands) launched a young women's magazine named One. This launch was preceeded by intensive market research.

 

Using Market Research in Early Stages of Product Development

Is There a 'One' Way?

INTRODUCTION

VNU Tijdschriften owns over forty consumer magazines in The Netherlands. VNU Tijdschriften has a market share of approximately twothirds in consumer magazines. In VNUs product development strategy, market research plays an important role: sometimes as a check on the market opportunities of an intuitively produced concept; sometimes as a dominant and directing force in all stages of the product development process. The company strives to establish a portfolio that covers all segments of the market. Market research can point out gaps in the portfolio....

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands