New Product Development: finding the ideas that excite... and succeed!

Conquest is a leading specialist in NPD research from early concept testing through product testing to post-launch evaluation. Working at each stage of the NPD process allows us greater insight into how pre-launch concept measures translate into post-launch sales success.

We need to identify the ideas that engage consumers' hearts as well as heads. Winning new product concepts in today's world are those that have the power to excite and inspire consumers, as well as fulfil more basic rational needs.

iSpark™ is the first ever concept testing product designed to measure the gut reaction to new product ideas. Most concept testing tools are blunt instruments when it comes to emotional response and have failed to keep pace with the opportunities offered by online. With iSpark™, Conquest is dragging concept screening into the age of engagement, using cutting edge, avatar based methodology, and incorporating our award winning Metaphorix® invention.

iSpark™ uses interactive Metaphorix® animations to evaluate the immediacy and intensity of individual attraction to a new idea, engaging respondents by turning them into participants, while avoiding the over reliance on 'purchase intention' and verbal scales that are less accurate response markers, particularly at early stages of concept development.

iSpark™ can be used either at early stage concept testing or further down the line in conncept fulfilment tests. Product testing expertise has been a core part of our business since its inception. We provide robust national coverage, whether through f2f, central location or online methodologies. We work proactively with our clients and pride ourselves in taking care of the details, from test design and logistics to advanced diagnostic analyses.

And our advanced online qualitative techniques build on quantitative concept evaluation and provide guidance for idea optimisation. This means that by debrief stage we can not only tell you which concepts have most potential but can provide clear direction for optimising winning concepts and redeveloping others. It's an approach that means we can deliver more than traditional concept evaluation, without sacrificing speed or cost-effectiveness.

Post launch evaluation is provided by LaunchQuest - a unique quantitative research tool that fills the information gap after a new product hits the market, and helps makes sure that new brand launches stay on track. It includes modules exploring profiling, motivation and experience to give you a 360° consumer view of your new product. Whether sales are below or ahead of target, LaunchQuest will help you to understand why and, importantly, will recommend if changes are needed.

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