THE SCIENCE OF PRODUCT DEVELOPMENT MADE EASY NPD Express
Today’s Agenda 9:10 - 9:50: Introduction & overview of NPD Express • Introduction & context - Pete Cooke, Head of Digital • Overview of NPD Express - Debbie Senior, VP Global Products & Automation • NPD Express in action – client case studies Concept testing and product optimisation for a leading financial services provider - Vicky Whiting, Research Director, Financial Services Concept & pack development for a leading CPG brand - Lucia Juliano – Sector Head, CPG
Today’s Agenda 10:00 - 11:00: Demos, Q&A & networking • Need & Idea Express - Magda Jablkowska-Citko, Research Director, CPG • Concept & PackTest Express - Lucia Juliano, Sector Head, CPG • Choice Express - Vicky Whiting, Research Director, Financial Services • PopUp Need - Jack Lee, Head of Online Communities
Why NPD Express? Speed Simplicity Efficiency Options
“ … the perfect solution …” “exactly what I needed, robust quant validation, but didn’t take ages or cost a fortune” “quick, efficient and sufficiently flexible to suit our requirements” “the online platform made it very simple…KPI’s in real time...” “straight forward and very powerful…cut the data in a matter of seconds” “a good way to engage our stakeholders and excited real interest in the project” “it raised the profile of research and expectations of what could be delivered by when” “complemented by Harris’ expertise to guide us on our final choice.” “the team were extremely flexible…testing and iterating concepts as we were going”
NPD Express Debbie Senior, VP Global Products & Automation
Uncovering Identifying unmet optimum needs/new product/pack market potential features Screening new product ideas
Identify Needs
I have to say when you get a new cereal and it is on a special price and it tastes Identify Needs lovely, you can’t get an exceptional moment better than that … apart from when my Cereals that were so daughter went to bang on the table and crunchy… I chipped my tooth caught her bowl and it covered her. and has to go to the dentist. It was disappointing as you can imagine. I can’t say I’ve had an exceptional moment whilst eating a bowl of cereal, unless you can count the morning I got my divorce papers and I swear that bowl of granola tasted like it was made by the Gods.
I like cereals but I’m not able to customise them enough Every day Identify and change the variety of ingredients and fruit/nut Needs additions every day I like preparing breakfast with my family at the weekend but I don’t eat cereals as they are too ready made and Weekend don’t allow a communal experience like other breakfast options do I would like to eat cereal on-the-go but cereal bars On the Go aren’t healthy enough and have too much sugar
Idea Screening Identify Concept Needs Testing Product Post Optimisation Launch Product Testing
Idea Screening Identify Identify Concept Needs Needs Testing Product Post Optimisation Launch Product Testing
Idea Idea Screening Screening Identify Identify Concept Needs Needs Testing Product Post Optimisation Launch Product Testing
Idea Idea Screening Screening Identify Identify Concept Concept Needs Needs Testing Testing Product Post Optimisation Launch Product Testing
Idea Idea Screening Screening Identify Identify Concept Concept Needs Needs Testing Testing Product Product Post Optimisation Optimisation Launch Product Testing
Developing concepts in financial services Vicky Whiting, Research Director
Real- time ‘ Infoboard ’ reporting • Standardised questionnaire allowed quick launch of survey • Full results available in 2 days • Instant access to results using the real time info-board 25
Concept Express ™ : Banking Case Study Client benefits: Project Overview ▪ A high street bank was looking to refine its Reward account proposition • Standardised questionnaire enabled a quick launch ▪ • Initial results available the next day Having presented the findings from our self-funded study, the Insight team • Key metrics instantly accessible via recommended using Concept Express to the product development team the real time info-board & automated ▪ PPT charts Once the questionnaire had been tailored to meet the specific • Helping stakeholders to quickly requirements, and signed off, results were available and within 24 hours the identify the favoured concept winning concept begun to emerge. • Tailored reporting provided depth sub group analysis, e.g. by age, gender, ▪ The stakeholder was particularly impressed by the early availability of main bank and FRESCO segment. results via the interactive info-board and analytics portal, and wished to conduct another round of testing Three Concept Express™ tests were conducted in total, with the results ▪ “Concept Express was quick, efficient and sufficiently from each stage iteratively feeding into the next. flexible to suit our requirements. The online real time system was a good way to engage our stakeholders and excited real interest in the project. It raised the profile of ▪ Our standardised questionnaire increased the speed of turnaround and research internally and challenged – positively – benchmarks available at each phase expectations of what could be delivered by when.” ▪ Concept Express™ has since been used to test new mortgage propositions and open banking applications.
Further NPD fast turnaround tools utilised
Client Case Studies Lucia Juliano, Sector Head
Idea Idea Screening Screening Identify Identify Concept Concept Needs Needs Testing Testing Product Post Optimisation Launch Product Testing
Concept Express: Case Study – Alcoholic Drinks Client benefits from the project: ▪ Global alcoholic beverage brand. • Standardised questionnaire allowed quick launch of survey ▪ Testing appeal of a new spirits idea aimed • at a specific UK audience. Full results available the same day • Instant access to results using the ▪ Monadic concept test. real time infoboard ▪ Research was conducted amongst a defined audience, based on specific age and gender demographics and regular category usage ▪ Survey was launched the following day “It’s been exactly what I needed – ▪ 150 interviews achieved in the same day. robust quant validation, that helped answer a couple of questions, but ▪ The concept performed incredibly well didn’t take ages or cost a fortune. I against category benchmarks, with the will definitely be in touch again when we’re in the next round of new concept taken forwards to the next stage concept work.” of development 1 concept tested 1 day to complete fieldwork Innovation Manager 150 surveys completed amongst target audience 1 concept idea to progress
Example Visual of Real Time KPI Dashboard
Idea Idea Screening Screening Identify Identify Concept Concept Needs Needs Testing Testing Product Product Post Optimisation Optimisation Launch Product Testing
Pack Test Express: Case Study – Yoghurt Client benefits from the project: • Standardised questionnaire • Yoghurt brand allowed quick launch of survey • Looking for direction in terms of a new • Full results available in 2 days packaging format and branding solution for a new product coming to market • Instant access to results using the • Monadic design testing 8 packs real time info-board • Over 1,600 interviews amongst purchasers of yoghurt within the last month. “ “ PackTest Express was the • Each of the 8 packs was seen by over perfect solution for our product 200 respondents. development needs. • A clear recommendation on the It was really easy to set-up and the preferred product design with online platform made it simple to suggested amends based on the follow the KPI’s in real time. 8 packs tested feedback collected. We would definitely consider using 2 days to complete fieldwork PackTest Express again 1600+ surveys completed Head of Brand Development 1 pack design to optimise and progress 33
Example Visual of Real Time KPI Dashboard
Client Case Studies - Thank you, any questions Lucia Juliano, Sector Head
NPD Express Range Further Details Click the links for 1 page overviews • NPD Express Range • Idea & Need Express • Concept & PackTest Express • Choice Express • PopUp Communities
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