Why Qualitative Consumer Research is Essential before Product Launch

Qualitative consumer research has proven to be an important tool in gauging the success of a product launch. By undertaking a thorough research companies can avoid expensive failures and ensure a bestseller.

First impressions are critical, especially in marketing. That is why companies spend millions in product launch. A successful launch assures good sales from the beginning. It gives a new product a much needed boost, which can then be the perfect stepping stone for a roaring success.

However, this is easier said than done. A successful launch requires months of research and development. This is where qualitative consumer research comes in. By focusing on what the consumer wants, qualitative research assures the product meets its target specific demands.

So, how can it assure a knock-out product launch? Let’s see:

Product perception: A good research team will start with the product itself. How do your potential customers view it? Here the team often demonstrates the product and its uses to a select group. There are various tools to gather data, which is then studied to find out the initial reaction of the consumers. Do they seem confused? Is it too complicated? Does it elicit instant recognition or need? Or do you notice a lack of palpable interest?

Qualitative research uses different tools to study the consumers, including non-verbal responses. This gives you better idea of your product is likely to do in the actual market. It can be crucial in singling out kinks or lacunae that can be easily fixed.

Consumer motivation: Qualitative consumer research focuses not only on the how, when and where of consumer behaviour, but also the why. In other words, the major function of qualitative research is to study consumer motivation. Why do they buy similar products? How do they view competing products? What makes them choose a product. Their behaviour towards competing products and services can give you a useful insight into your own product’s potential.

Demand assessment: Qualitative research often focuses on the existing demand in the market. Many great products often fail because of lack of any demand or over-saturation of similar products. In such cases, research can show a more realistic picture of product demand in the market. It can also expose a hitherto ignored demographic, giving you newer markets to target.

Branding decisions: Branding, packaging and design are critical elements in creating a first impression. By exposing your product to a select group, you can study the initial reaction it generates. Sample groups often expose faulty design or a packaging mistake that can prove costly in the long run.

While a successful response may not always ensure a rip-roaring success, a less than welcome response should be a cause for concern. If your sample group found your branding offensive or the design too complicated, chances are that the wider market will also think the same.

Effective marketing strategy: Finally, qualitative research is very effective in evolving the most effective marketing strategy. Research parameters can be widened to include all marketing areas –– from promotional plans to pricing decisions. Consumer reaction to these main areas are indicative of the success of your product’s performance.

In short, qualitative consumer research gives one a clearer picture of how your product will do in an actual market. You can then use the results to improve product design, find newer markets and tweak your campaign.