Qualitative Research by Sheila Keegan

Author:Sheila Keegan
Language: eng
Format: epub
Publisher: Kogan Page

THE ROLE OF RESEARCH STIMULI

There are three broad roles for research stimuli in developing new product or service concepts:

to explore current market dynamics;

to communicate and explore a specific idea or concept for consumers, such as a product, packaging, or even an environment such as a store or a restaurant;

to engage consumers and encourage them to explore and express themselves within a general area of enquiry.

The type of stimuli and the way in which they are used differs between these three areas, which are discussed separately below.

Stimuli to explore current market dynamics

Before developing potential new concepts, it is important for clients to understand how the current market ‘works’. How do brands relate to one another? Are there currently ‘gaps’ – or could they create gaps – for new products or services?

Brand mapping, understanding the existing market, is often the first stage of developing new products. Using products currently on the market enables the researcher to understand the ways in which participants evaluate products and brands within the market and the criteria they use to do this.

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