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The risks in product development focus on understanding getting the product right for the market.
This requires understanding the structure of the market, developing a product that's right for the market, and testing the concept with the target market.
Early testing saves time and expensive backtracking or retooling. Accurate segmentation and synergistic product design reduce the risks of testing.
These risks are reduced by understanding the needs of users in specific product categories of motivational states.
These needs and motivations - and the way they influence perception of product attributes and benefits - are rooted in user attitudes, behaviors and mindsets.
Our studies measure these.
The results are used to define product concepts, select target markets, position and re-position product, and align new products with brand or corporate strategy.
Case Studies
Industry: Financial Services
Client: Well-Known Investment Analysis Firm
Project: Not Until the Dow Drops
| Question |
Can a product originally designed for one market - corporate analysts trading on the American Stock Exchange - be marketed to investment advisors, brokers and individual consumer investors? |
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| Solution |
A product prototype was presented in face-to-face interviews with the target market to gauge acceptance and interest. An online customized survey was then fielded to Clickin's online panelists. |
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| Results |
Results demonstrated that at that time (a bull market), the potential new target market felt the tool was "overkill" for the decisions consumers were making. The Client decided to suspend the allocation of resources toward the new target market until market conditions became less favorable. |
Industry: Transportation Services
Client: National Car Rental
Survey Type: Optimum Feature/Price/Distribution
| Question |
Which new promotional offer would be most successful in attracting weekend car renters? What price would results in the largest market size potential? |
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| Solution |
Clickin fielded an online adaptive conjoint analysis study with Clickin's online panel. |
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| Results |
The analysis examined tradeoffs in target customer's minds between levels of service, price point, and specific features of the service. |
Industry: Travel
Client: Service Bureau
Survey Type: Calibrate Market Response for New Products/Services
| Question |
Is the Web a good place to disseminate company information to a professional audience? |
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| Solution |
Clickin conducted a web site evaluation with the company's customers and obtained feedback to answer the question. |
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| Results |
The Client determined the type of online information that would be useful for their customers, their receptivity to "push" technologies in delivering it, and what information they wanted to continue receiving in traditional print form. |
Industry: Media
Client: Affiliated Marketing Service
Survey Type: Validate a Concept: "No Fees Please"
| Question |
What is the competitive landscape for our affiliated marketing product sold to webmasters? How can we validate the product proposition and determine what kind of service fees can be applied to commissions on sales generated by the product? |
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| Solution |
Clickin interviewed 75 webmasters online who run sites which sell advertising as a revenue stream, then gathered their opinions using a survey instrument. Potential interviewees were screened for their understanding of affiliated marketing, revenue sharing, or pay-for-performance program. |
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| Results |
Responses verified that awareness of competitive brands was low, the product proposition was attractive and that webmasters have a strong interest in the product offer. However, webmasters were not willing to pay service fees for their commission-based sales but that real-time tracking and reporting of sales and transactions were very attractive features. The product offer was positioned with these features, and the service fees were removed from the introductory pricing structure. |
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