We discussed the brand recognition from our last article. We will continue to talk about the improvement of the product concept testing from the consumer’s feedback on your products.
Let’s continue the herbal tea example, 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 by combining for the methodologies of those Frequently Used Market Research Types.
Consumer Demand Scenarios
What are the exact reasons and situations causing people to buy herbal tea instead of others? Is the hot weather a factor? Or do people consider this drink when eat hot pot or spicy food? What’s the frequency for people to order herbal tea in these scenarios? All these issues should be confirmed when you do qualitative research.
Product Concept Testing in Multiple 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?
Competitors’ User Feedback
The feedback from using competitors’ products are super valuable. 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.
Reasons Behind the Success Vs. Failure
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.