New product research

Rich clarity of customer needs:
Despite best efforts, every company occasionally stumbles while introducing a new product. If it’s simply an extension of an existing line, the risk is low and simple usage and attitude surveys can help chart the course. But, when the modification is significant or the product is totally new (especially when a company is exploring unmet needs), turning to Epley makes sense. Our clients gain a deeper understanding of the interplay between customer wants and needs and the products they use.

The Epley difference:
Our goal is to help clients see their new product concept or offering through the eyes of their customer, up close and in person. Clients turn to Epley at all stages of the new product development process:

• Initial discovery of unmet customer needs
• Testing multiple concepts through an in-depth appraisal of four to eight product concepts
• Testing single concepts through in-depth interviews
• Evaluating beta tests with multiple interviews over the course of a beta test

Epley new product research expands understanding of five key hurdles to successful product introduction. These product acceptance milestones exist in the mind of every prospective customer and form the core of the dialogue around new product offerings. Clients receive individual summaries of each interview, written almost exclusively in the voice of the customer. The format gives clients the feeling they have personally conducted the interviews, enabling them to see beneath the customer’s surface responses to a new product offering.