GroupThinking Consumer Insight & Business Intelligence

New product development is the competitive edge of a brand, also the battlefield of market players. The ability to systematically and quickly reinvent distinctive products and process may be the optimal way for many companies to compete in the market.
However, risk is along the way of new product development. According to Nielsen BASES, 70% of new products failed within a year of launch. How to minimize the risk and make new product a success is critical to many companies.
Based on more than ten years practice and experience, GroupThinking has developed a product research model, GT-NPD TM, which could help clients to get on the right trajectory for effective product development, ultimately make product development capability as a sustaining strategy.

□ Different Objectives of New Product Development

Brand new product, even based on innovation	Complete the product line based on existing resource and brand elasticity	Improvement on existing product or service
Objective: To look for blue ocean and be the 1st mover in new market segment.	Objective: To meet the demand of specific consumer segment, or expand the consumer base.	Objective: To drive consumer satisfaction and improve product competency.
□ Research Applications in Different Stages of NDP

Our Research Specialty