New product launches: pioneering a new approach to business innovation
Shizuka PyeMars, United Kingdom
Marian SudburyHarris Interactive, United Kingdom
INTRODUCTION
This paper 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 and marketing strategy. Ultimately, the research-based strategy...