1. The Important of “New”
Using Market Research For Product Development
1. New concept – completely new products that have arisen as a
result of innovation and which can sometimes create new markets.
Market research product lifecycle
2. Additions to existing product lines
New products that supplement established product lines.
3. Modifications of existing products
Existing products that are modified in order to better meet customer needs, such
as improved performance.

2. PRE BIRTH
Q.1: What research can Apple do before launch new product?
Establishing Needs
It is the role and responsibility of the researcher to use the understanding of the needs of the
market to find applications for new products that will satisfy these needs
KEY QUESTIONS
• Is the purpose of the concept clear and can
potential users be persuaded of the product's
benefits? (This will show the clarity and purpose of
the offering.)
• Does the product meet a need? What is the
specific nature of potential users' requirements?
(This will assess the demand for the product.)
• How are existing products used, i.e. for how long, how
frequently, precisely what for etc.? (This will show the
behavior of people buying existing products.)

3. PRE BIRTH
Q.1: What research can Apple do before launch new product?
KEY QUESTIONS
• What challenges do people face in using existing products and
what requirements are not being met? To what extent are users
of current products satisfied with these products and their
suppliers? (This will identify any gaps in the market.)
• Is the price reasonable in light of the concept's perceived
benefits? (This will show if people are prepared to pay an
appropriate price for the new product.)
• How likely are potential users to buy the product? (This will
show purchase intent, i.e. how many people are likely to buy
the new product – at least at face value as this will certainly be
affected by the promotional push.)

4. Q.2: What research can Apple do in the product development cycle?
YOUTH
Stimulating Product Take-Up
KEY QUESTIONS
Market Assessment Studies (or
Market Opportunity Analysis)
Pricing Research
Advertising Research (or ad
testing)
• Where does the product/company
stand at this point in time?
• How can it achieve its goals?
• Where does it wish to go?

5. MATURITY
Q.2: What research can Apple do in the product development cycle?
Improving Product Performance
Market research can be used here for exploring optimum price points, for determining
market share and market size, and for gauging attitudes towards the consumption of
the product
Customer Satisfaction Research
in order to retain existing customers and
hopefully attract potential customers
Segmentation Research
to determine how to tailor an offering to meet
the needs of different segments
Pricing Research
to determine optimal price points so as to
achieve maximum profits

6. RESEARCH BRIEF
Q.3: What are the key elements in Research Brief?
1. Market and Strategic Overview
This helps researchers understand where this project fits in the overall strategy,
vision and values, and business objectives:
• Define the market and explain its dynamics
• Major players and key competitors
• Past and current activity
• Target markets
• Factors such as regulations, seasonality, distribution, pricing, communication,
etc.
2. Background and Role of the Research
This is the most important part of the brief, as it specifies where the research fits in
your marketing activity, and more specifically, the types of decisions and plans that
will be made on the basis of the research:
• Reasons for the research
• Where does it fit into marketing programme development?
• Which business units does the research impact and who is involved?
• Make sure you identify any constraints on the action you can take as a result
of the research

7. RESEARCH BRIEF
Q.3: What are the key elements in Research Brief?
3. Objectives
There are usually two types of objectives that need to be explained:
• Business objective - this is the objective of the marketing project the research
is for, it is the overall strategic objective
• Research objective - detailed objectives of what you need to know e.g.
attitudes, behaviour, usage expectations, perceptions. Is it to understand,
evaluate of explore (more qualitative objectives) or is it to measure, record, or
ascertain (more quantitative objectives)
4. Suggested Approach &
Research Target(s)
Identify any preferences you might have:
Are there any specific groups or subgroups you are interested in
researching?

8. RESEARCH BRIEF
Q.3: What are the key elements in Research Brief?
5. Reporting Requirements
Identify any requirements you might have
• Topline or final report only
• Word report and/or PowerPoint
• Presentations and/or Workshops
6. Timing
Specify any real constraints that exist. However, please be realistic
about whether your objectives can be met within that timeframe.
7. Budget
Any indication of budget is helpful, as it helps define the scale of the project,
providing some financial guidelines to work within. It also helps researchers to work
on providing the best solution within your means
8. Existing research or other information
Share any other relevant research or information. Often this helps refine how the
research is done. It also means that covering old ground can be avoided, and this
research builds on what is already known