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New Product Research: Laying The Foundation For New Product Success
Course Outline and Schedule
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----- First Day -----
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08:30 AM - 08:45 AM Introduction of Participants
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08:45 AM - 10:30 AM Session I
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NEW PRODUCT DEVELOPMENT PROCESS & MARKET DEFINITION: The steps and stages in the new product development process; the research needs during the various stages in the product life cycle and the applicable methodologies; the market definition process and market structure.
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10:30 AM - 10:45 AM Coffee Break
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10:45 AM - 12:30 PM Session II
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IDEA GENERATION: Sources of new product ideas; consumer and expert-based approaches to idea generation: ethnography, co-creation qualitative, outcome-driven opportunity identification, etc. Role of the customer and the marketer in ideation. Workshop on creating an ideation research plan.
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12:30 PM - 01:45 PM Lunch Break
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01:45 PM - 03:00 PM Session III
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CONCEPT EVALUATION: Concept screening system attributes, and sequential-monadic designs. Elements of successful concept testing. Key considerations in presentation and evaluation of new product concepts; what to include in a concept statement, workshop on concept statement writing, how to design a concept test study and the questionnaire, how to interpret the results; the purchase intent question and the relationship between purchase intent and purchase behavior; considerations for online testing: some problems with traditional concept testing; naming research.
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03:00 PM - 03:15 PM Coffee Break
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03:15 PM - 05:00 PM Session IV
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CONCEPT/PRODUCT OPTIMIZATION: Conjoint analysis: what it is, when to use it, how to use it; case studies using conjoint analysis; alternatives to conjoint analysis; variety optimization using TURF; price optimization.
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----- Second Day -----
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08:30 AM - 10:30 AM Session V
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CONCEPT/PRODUCT POSITIONING: Strategies for positioning new concepts and existing products; use of perceptual mapping and related techniques in positioning research; comprehensive case study illustrating positioning a new product based on factor analysis.
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10:30 AM - 10:45 AM Coffee Break
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10:45 AM - 12:15 PM Session VI
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PRODUCT TESTING: Key decisions in product testing; interpreting product test data; packaging research; product test designs for evaluating one, two or multiple products.
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12:15 PM - 01:30 PM Lunch Break
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01:30 PM - 03:00 PM Session VII
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FORECASTING: Steps in planning a test market, data sources and key measurements; simulated test market models (STM's), how they work and when to use them; key components in a volume forecast; forecasting principles; common sources of error. Workshop on designing a forecasting research plan.
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03:00 PM - 03:15 PM Coffee Break
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03:15 PM - 04:30 PM Session VIII
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LAUNCH MANAGEMENT: Pre-launch checklist; the role of marketing research after product launch; sales and consumer tracking; growth strategies; research for mature and declining products.
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04:30 PM - 04:45 PM Concluding Remarks
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What Past Participants Have Said About This Seminar
Verbatim evaluations from participants who have attended the "New Product Research: Laying The Foundation For New Product Success" seminar.
Names of evaluators have been left out as a matter of professional courtesy.
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"Excellent! I was very impressed with the volume of information presented and the way in which it was presented (examples, specific recommendations). Excellent speaker."
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Market Research Manager, Meridian Bioscience
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"Excellent! Very comprehensive. Decision oriented rather than theory oriented. I have a much clearer understanding of techniques that I had only partial (or erroneous) knowledge. Content very complete ... covered all the topics I need. I'm very glad it included ideation and conjoint. Outstanding speaker - knowledgeable, interesting, dynamic."
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Assistant Marketing Research Manager, Pillsbury Company
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"Excellent - provided ideas and methodology that I would implement. Speaker - excellent command of subject."
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Director, Jimmy Dean Co.
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"Fantastic and on-track! The manual will be a great addition to our reference library! Priceless! So well laid out. Speaker excellent, interesting - on-track."
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Product Researcher, Midmark Corporation
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"Excellent ... grand overview; (speaker) . . . excellent preparation and presentation. Tremendous background and experience. Made the seminar invaluable. Seminar manual will be utilized by our staff as a reference."
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Senior Market Research Analyst , Sprint
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"Excellent! Everything you always wanted to know (and needed) about research for new products but were afraid to ask. Thorough/relevant/real case studies. (Speaker) ... high energy level, technical expertise and obviously a big, big commitment to marketing research. Outstanding presentation skills."
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Brand Research Manager, Procter & Gamble
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"Very detailed and thorough discussion of techniques and tools for new product development. Very targeted on entire process."
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Sr. Market Research Analyst, Nicor
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"Another wonderful seminar that I found very helpful. What I need to know."
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Market Research Analyst, Northeast Utilities
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