Research Techniques for Product Portfolio Optimization

Jon Pinnell
MarketVision Research


Cara Kelly
MarketVision Research

The purpose of the current work is to explore several methods available to address the questions of portfolio line-up. The paper is organized around the following four areas:

  • Research techniques that help develop strong products,
  • Measuring the strength of a brand and determining the transferability of a brand's strength across a product line,
  • The importance of understanding differences in buyers' preferences,
  • Using these tools to optimize product portfolios.

Research Techniques for Product Development