Russell Research has extensive experience building and testing concepts and products at all development phases. We utilize qualitative research to uncover consumer insights that inspire, and identify opportunities to optimize promises, benefits, and reasons to believe to facilitate the development of relevant and strong propositions.
Beyond standard product and concept metrics, our quantitative concept/product approach incorporates a performance lens relative to the past, current market, and future:
Historical Category Context
Understanding results in a historical category context to gauge market opportunity
Placing product performance within a jobs-to-be-done framework, including specific user need, consideration arenas & evaluation criteria
Concept deconstruction to identify themes and/or trends which may suggest the potential of success within an underperforming product idea
This methodology ultimately marries the comparison of historical findings (norms) with the potential of new ideas which are emerging and may have been previously viewed as undesirable or unnecessary (e.g., lack of a use case).