An overall measure of product appeal can conceal important differences between potential customers. For a new product, understanding those differences can help determine whether to invest further, and where to focus.

The Challenge

Should a product progress to the next stage of development? Which configuration has the strongest appeal? How does purchase intent change at different price points, and who is most likely to buy?

Delve Research helps clients answer these questions, providing evidence to guide product development and investment decisions.

Our approach

We deliver research from questionnaire design through to reporting and presentation, working with specialist panel providers to reach nationally representative samples of Irish consumers by age, gender and region.

Each questionnaire is carefully designed around the decisions the client needs to make. Depending on the brief, research can examine concept appeal, purchase intent, alternative product configurations and responses to different price points.

Data cleaning, weighting and detailed segmentation analysis help establish where the strongest opportunities lie.

Looking beyond the overall result

In one assignment, a lukewarm overall response concealed a more promising opportunity. Segmentation identified a distinct, addressable group for whom the product met a pressing need.

This gave the client a clearer understanding of the opportunity and how the product could be positioned for its most receptive audience.

From findings to decisions

The findings informed a more focused product proposition, which was taken forward into final development and launch.

This illustrates the value of looking beyond average scores: understanding who needs a product, why it appeals to them and how that evidence can guide the next investment decision.

Planning a new product or reviewing a concept?
Get in touch to discuss how research with Irish consumers could inform your next decision.