We discussed brand recognition in our last article. We will continue to talk about the improvement of product concept testing from consumer feedback on your products.
Let’s continue with the herbal tea example, with which we would like to figure out which concepts are more applicable and attractive to the younger generation. We can start the research with the consumers by combining for the methodologies of 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 they eat hot pot or spicy food? What’s the frequency with which people in these scenarios order herbal tea? All these issues should be examined and their results confirmed when you do qualitative research.
Product Concept Testing in Multiple Channels
To figure out how consumers purchase products, you need to understand 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 the specific factors driving the whole market. Even feedback about the package description, design, or drink flavor can provide 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 factors affecting consumer decisions. The “Yes” decisions can be the price, package, or flavor. Someone will even purchase it just because they enjoy showing off the beautiful product photos on social media. The reason for “No” decisions could also be various. For example, it could be an issue if people don’t agree that herbal tea can benefit one’s health, and believe, instead, that it damage one’s health. If so, then the campaigners have to re-define the messages they can deliver.