In our last article New Product Concept Testing I, we discussed the brand recognition from your clients. In this article, we will talk more about how to study the consumer’s feedback on your products.
Let’s continue the herbal tea example mentioned before, which we would like to figure out what concepts will be more applicable to the younger generation. We can start the research from the consumers as below:
– Consumer demand and scenarios
– Competitive products promotion channels
– User experience feedback from similar products
– The reasons why buyers want to accept or reject the products
Consumer demand and scenarios
What are the exact reasons and under which circumstances causing people to buy herbal tea instead of others? Is the high weather temperature a factor? Or do people consider herbal tea as a buddy for hot pot or spicy foods? What’s the frequency for people to order herbal tea in these scenarios? All these issues should be confirmed when you do qualitative research.
Competitive products promotion channels
To figure out how consumers to purchase the products, you need to understand the buyer purchase behavior. You can start by analyzing your competitors’ strategy. Do the buyers prefer to buy online or offline? Which channel or method is more likely to encourage viral marketing? How do the final buyers get to know the promotion information? (eg. ads, exhibitions, referrals, etc.) What do they consider when they make a purchase decision? What are the most concerned factors? What is the pipeline for the overall conversion process?
User experience feedback from similar products
The feedback from using competitors’ products are super valuable. The more details about the UX description, the better. Then you can have a better clue about what are the specific factors to drive the whole market. Even feedback about the package description, design, or drink favor can give guidance on the overall product design, pricing, and product positioning.
The reasons why buyers want to accept or reject the products
During the whole purchase process, there will always be some reasons to impact the decisions. The “Yes” decisions can be the price, package, favor, package. Someone will even purchase it just because they enjoy to show off the beautiful product photos on social media. The reason for “No” decisions could also be various, for example, it could be a problem if people don’t agree that herbal tea can benefit the health, instead of which, it will damage the health. If so, then the campaigners have to re-define the messages they can deliver.