A diversified and highly competitive market means that the companies operating on it compete with each other in seeking innovations and new concepts. Yet only ideas that prove best tailored to the consumers expectations can have a chance of survival.

Although the market researcher alone is not going to make a fantastic discovery, and all the more so the consumer he or she interviews, one cannot imagine the process of launching novel solutions without the support of research and that not only in the final phase, concept test, or in checking the market opportunities for a fully-developed idea.

Research can also be used in earlier phases of work on innovations. As a result of numerous studies, for example of the Usage & Attitudes type, one can determine a great deal of fragmentary information which brings the average consumers world closer to the departments responsible for development, thereby increasing the chances of creating an innovative product that will meet with a favourable reception. Apart from such sources there is also a multiple-stage set of research studies specially dedicated to various phases in the creation and launch of innovations. The journey in search of innovation can have as many as seven stations.

Inspiration

There are numerous methods used above all for inspiration and seeking the parameters for valuable innovations. These are studies aimed at seeking needs that have so far gone unsatisfied, or niche tastes. Studies aimed at product attribute optimisation can also lead not so much to great inventions as to unexpected combinations of known product features, which in a synergetic way raise its practical qualities.

Qualitative ethnographic studies are of key importance at this stage; during them, the respondents are observed in their natural environment, going about their everyday activities. Rather than saying something directly, they are expected rather to reveal something in their behaviour or comments that would provide an inspirational insight into their unsatisfied needs.

Creation

This is the most difficult area for all development departments. For support in this area we offer the Super Groups, i.e. creative workshop sessions at which participants are only carefully selected consumers, the first people buying new products in the product category in question, and Interactive Innovation, workshops attended by external experts and representatives of the company commissioning the study.

Exploration

This is a phase of work on the innovation, involving a ruthless review of the ideas (of differing levels of craziness) and the selection of a group predestined for market success. If the number of ideas requiring verification is up to around a dozen, then it is worth using the Microtest Screen or the ScreenLab qualitative and quantitative study. Should there be more, further pre-selection needs to be carried out with the aid of information obtained during group discussions.

Development and optimisation

What is left following the explorative review of alternative solutions has to be creatively tuned to the expectations identified among potential consumers. Once again super Groups or similar qualitative techniques may prove helpful.

Concept testing

This is the time for testing developed product concepts in order to select the best or optimal set or product line. At this stage the best possible solution is the Concept MicroTest, and on certain markets the Clinic Test. Concept test techniques or prototype tests (depending on how advanced work on the product is) are also used.

Preparation for product launch

This is also a concept stage for determining the marketing mix: price proposals, packaging, advertising, positioning and channels of distribution. For this we propose Interactive Innovation, workshops attended by the clients marketing, research, development and customer relations representatives, as well as the staff of the advertising agency involved. The workshop moderator is the person at the research agency responsible for the studies covering this innovation so far.

Product test

The final step before launching an innovation onto the market should be a test for its market opportunities, enabling estimation of sales volume when specific marketing steps are taken. We use MicroTest for this purpose.

Completing this path successfully makes it possible to determine the innovation best tailored to the consumers needs. When such a product reaches the market, success is a certainty.

Pentor offers numerous tools related to innovations, tools that successfully support the process of putting new ideas into effect:

• ABC Packaging a test of the communicative efficacy of packaging in the competitive environment
• Interactive Innovation a tool stimulating the generation of new ideas
• Micro Test a market opportunities test
• NaviGustor consumer taste test
• ScreenLab an integrated approach supporting the selection, evaluation, and optimisation of advertising, product creation, and packaging