Conquest offers a complete solution to your new product development research needs.

CONCEPTQUEST identifies the ideas with potential and helps you turn them into winners!

ConceptQuest is a state of the art approach to concept screening and optimization. Its online methodology gives you fast, cost-effective feedback on a range of new product ideas. And its Viability Indicators get to the heart of how consumers really feel about an idea.

Going beyond the obvious

We believe that new product ideas have to do more than offer a rational benefit – they need to capture the imagination. ConceptQuest gives you a full understanding of both the rational and emotional appeal of your new product ideas. So our Viability Indicators go beyond the rational and the obvious to tell you whether your product ideas excite and engage consumers. Our questionnaires use novel and engaging question formats based on Conquest’s unique Metaphorix™ approach. And our advanced analysis techniques uncover the drivers that can help turn an average idea into a winner.

Not all respondents are equal

Not all consumers are equally keen on trying new products. In fact, within most markets, there is a group of 'contagious trialists', who are most likely to be early adopters of a new product and to encourage interest in trial amongst those around them. It is key to understand how new concepts capture the imagination of this group - particularly when ideas are too revolutionary to attract widespread trial.

Learning how to do things better

It is not just about identifying winners and losers; our goal is to help you develop even better ideas in the future.  We want to help you maximise their potential by ensuring that cumulative learnings are absorbed throughout the business. That’s why we build bespoke normative databases for our clients, which we can mine to uncover insights about concepts within your category. And why we validate our measures vs. in-market performance to find the measures with greatest predictiveness in your category.

Setting action standards to predict results

Action standards are key to predicting success, but they need to be sensitively developed in relation to the category and the business objectives:

• We don’t base action standards on blunt measures such as mean scores
• We don’t evaluate revolutionary concepts against traditional action standards
• We recognise that emotional engagement is a key predictor of success

To find out more about ConceptQuest, contact Melanie Cameron on 020 8834 0900 or email conquest@conquestuk.com

Early feedback to help new brands reach their potential

Filling the information gap

LaunchQuest fills the information gap after a new product hits the market, and helps makes sure that new brand launches stay on track. Whether sales are below or ahead of target, LaunchQuest will help you to understand why and, importantly, will recommend if changes are needed. It is tried and tested: well over 100 studies have been conducted to date. Regular clients benefit from bespoke databases, which are used to set the performance of new brands in context and to provide additional learning.

LAUNCHQUEST in action

Because early buyers are hard to find, extensive contacting is needed to track them down – they are located either online, or face to face.  And, depending on sales volumes, studies can be carried out as early as 3 months post launch.

LaunchQuest gives invaluable insights in three key areas:

Fast feedback on these and other questions will tell you whether the product or the communication needs attention, and guarantees that post launch problems are addressed as early as possible.

It can also be used to assess the impact of competitor launches. For example:

• To check whether the new product is stealing from your portfolio
• To assess the impact it will have on category dynamics and behaviour
• Do buyers intend to switch permanently? And how they might be won back

To find out more, contact Sue Downs on 020 8834 0900 or email conquest@conquestuk.com