Product & innovation

We help uncover both emotional and functional needs of your target audience and test how proposed products or innovations respond to those needs. This enables our clients to make confident decisions about launching new products or services. By comparing results against benchmarks and evaluating emotional & functional dimensions, we deliver recommendations to help clients grow market share and better meet consumer demands. Below you’ll find various types of research in this category.

What Markteffect can do for you

Consumer needs research
Is there interest in your (new) product or service? Needs research is valuable for testing a new product or service you plan to introduce.

Concept testing
A concept has been developed and the target group defined but how many people will actually use your product or service? Concept testing helps assess purchase intention, appeal, and potential adoption.

In-home use test
Does your product truly resonate with users in their everyday setting? In-home use testing checks whether your product fits expectations, brand alignment, and real-life use.

Macro-effectiveness research 
Especially relevant when considering launching a new educational program or service. This research helps gauge broad-scale viability.

Market exploration
Early in product development, a thorough market exploration helps map the market, opportunity spaces, trends, competitors, and gaps.

Price research
As consumers frequently compare prices online, optimal pricing is a critical lever. Price research helps you define a price strategy that maximizes uptake and margin.

Proposition research
The process of developing, testing, and refining value propositions to understand what makes a product or service most appealing to target customers. It helps businesses identify which benefits, messages, or offers best drive customer interest and competitive advantage.

Shelf space / in-store research
Shelf research (shelf studies) investigate how noticeable and appealing your product is in a retail setting. This gives insight into shelf impact and product visibility.

Taste testing
If relevant to your product, taste tests help you understand how your target group perceives flavor (or other sensory attributes) and whether your product stands out.

Packaging research
Research how consumers see and evaluate your packaging, to work towards the most successful introduction to market.

If the exact research type you seek isn’t listed here, feel free to browse our other research categories or contact us, we’re happy to help you find a fitting solution.

Get insights for your product and innovation research

By combining deep consumer understanding with strategic validation, we support the successful development and launch of products that make maximum impact.

No matter your research question, we can help. We don’t just “you ask, we deliver” we first aim to truly understand your research brief before we begin. By listening, analyzing your challenge, and then advising, we ensure relevance. That’s what really matters. With over 30 years of experience, we know the market inside out. This helps us grasp what you request and guide you with appropriate, tailored recommendations. We use a proven methodology, with collaboration with our clients always central.

Our view on product & innovation research

• Targeted audiences: We explore the broader potential in the market by focusing on non-rejectors within the category.
• New Product Development funnel (NPD): We provide solutions for all phases of NPD, from early exploration to go-to-market strategy.
• Benchmarking: Our approach offers benchmarking against key competing propositions and solutions in the market, helping define potential.
• Emotional & functional evaluation: We map both emotional and functional aspects of a product or service to get a full picture of market fit.
• Relevant context: Product and concept tests always take place in realistic settings to ensure applicability and reliability.
• Decision support: Our solutions are designed to produce concrete insights for fine-tuning that best respond to consumer needs.
• Consumer knowledge: Thanks to our rich domain experience with consumers in your sector, we bring added value and help organizations optimally act on market opportunities.

Discover what we can do for you

Get in touch with our specialists via the contact form below to find out how we can make a difference for you. We’ll be happy to advise you on which type of research is best.