See how people use the product you sell and improve it


Amazingly, numerous firms have small or no idea of what happens to their products following they leave the factory. But such information is clearly vital in developing new products, and in knowing what the key benefits are of the old products. Following all, if a baker discovered out that the main use for his rye bread was as doorstops he may consider changing the recipe.

Fisher-Price is among the world's largest toy producers, particularly in the toddler and younger child markets. The business, which is based in Chicago, hit on the idea of running a totally free crèche for pre-school kids. The toys are all produced by Fisher-Price: some are established in the market, others are prototypes.

What the children neither know nor care about is that they're research subjects. Trained observers watch the children to see which toys are the most popular, which are ignored, that are played with for a couple of minutes and then rejected, that are clung to fiercely at the finish of the day, and precisely how children play with the toys. This observational research is invaluable in developing new products and modifying old ones.

You need to observe over a long period of time. If you can, video record the behavior rather than rely on memory or note taking. Have more than one observer - you may find that each of you interprets what you see differently. Observing individuals without their knowledge or consent is unethical, and could even land you in legal trouble - make certain people know what you're doing.

Market research is an expensive business, and numerous little firms feel it's not worth it. In numerous cases, of course, the firm may be correct: small firms are usually extremely close to their customers and can soon pick up what people like and what they do not like. Nevertheless, in other cases feedback from customers is not so effortlessly obtained, and particularly in cases where long-term streams of feedback might be needed.

Insight Express is a consultancy that specializes in online marketplace research. The company has carved out a niche for itself in this type of research, but in reality the fundamental method is fairly simple. Insight Express has an online panel of permanent respondents called e-RDD.

These respondents are paid for their time, and are ready to comment on any product or topic: all respondents are volunteers, needless to say, and the system has obvious advantages more than stopping people in the street or cold-calling people at house.

Using an online panel means that responses are instantaneous, they could be analysed by computers (being already in electronic format), and the only real price lies in rewarding respondents. The idea is pretty easy to adopt for most companies - rewarding existing clients with product is one way forward.

Recruit a representative sample - make sure there are people in there from all of the different customer types you have. Reward them for their time. Totally free product could function well. If you do not reward them, they will either not respond in any way, or simply provide the fastest answers they can. Keep them feeling involved - feed back to them how their responses have helped you improve the product offering. Recruit new members as your consumer profile changes.

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This article was sent to us by: Jim C. Smith at 01202011

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