产品测试市场研究

在复杂且不断变化的市场中，让产品经历概念阶段可能是一个艰巨的过程。

Conducting comprehensive and insight-rich testing with targeted stakeholders and consumers is crucial to mitigating the risks associated with launching a new product. We take a unique and innovative approach to conducting product tests and delivering critical pre-launch consumer analysis to clients.

什么是产品测试市场研究？

产品测试市场研究是产品开发的重要组成部分。通过收集潜在客户的见解和数据，公司可以更多地了解产品的性能、可用性和吸引力。

With these findings, companies have the information necessary to make wise decisions about their products, increasing customer satisfaction while simultaneously improving sales.

为什么产品测试市场研究如此重要？

产品测试市场研究对于确保产品真正受到客户关注至关重要。这是因为您可以研究市场趋势和当前消费者偏好，这些偏好可能会根据全球市场及其趋势逐年变化。

因此，企业应进行产品测试市场研究，了解潜在客户如何看待其产品，发现消费者可能存在的任何问题或顾虑，并进行相应的修改。如果没有这项研究，公司就有可能推出不符合客户期望的产品 – 这可能会导致销量下降并损害品牌声誉。

此外，这些见解可以帮助公司制定完善的产品战略，使其在竞争中脱颖而出，为企业提供竞争优势。

产品测试市场研究的机遇与挑战

产品测试市场研究为公司打开了巨大的机遇之窗。但是，还必须考虑到，这项研究提出了一些挑战，需要克服这些挑战才能准确了解特定市场的消费者口味。

机会

• 创新: Product testing market research delivers valuable insights into customer demands and tastes, helping companies identify potential areas for innovation and differentiate their products from those of their competitors.
• 定制：公司可以通过设计直接满足客户需求的产品来提高客户忠诚度和满意度。通过了解客户偏好，企业将建立信任，同时创建满足每个独特需求的定制解决方案。
• 品牌：产品测试市场研究提供了消费者如何看待公司产品的重要见解。它使决策团队能够完善品牌形象。
• 降低成本：企业可以通过在产品上市前解决问题来降低产品上市后改进的成本，从而提高效率和增加利润。
• 市场拓展：市场研究可以发掘企业尚未开发的潜力，揭示新的、未开发的市场机会，从而带来广泛的增长。
• 增强营销策略：通过利用客户反馈，公司可以从深入的洞察中受益，从而定制他们的营销策略并接触更广泛的受众和更多的潜在客户。

挑战

Product testing market research can be beneficial to companies, yet there are a few challenges that arise when conducting this type of study:

• Conducting product testing market research can be lengthy and costly if the company is seeking to test several products or plans to enter multiple markets at the same time. Companies must invest the necessary time and funds to ensure that the research is completed accurately.
• Finding suitable participants for research may be challenging depending on the particular characteristics of the target market sample.
• Companies must guarantee that the sample size of their research is ample to gain valid results. Otherwise, they will not be able to draw reliable conclusions from the data collected.
• Consulting firms must mitigate bias during product testing and market research. If the moderator does not ask participants to elaborate on their answers, participants could feel social pressure and provide similar answers.
• 如果针对不同细分市场有多种产品，那么解读研究结果可能是一项复杂的任务。公司必须仔细评估收到的数据，并利用这些数据做出有效的产品开发决策。

我们的方法

Our multi-layered concept testing techniques are focused on identifying consumer relationships, sources of Emotional Connections, unmet needs, and product preferences. The best and most effective concept tests often use a hybrid methodology, employing both qualitative discussions and larger-scale quantitative surveys. Ultimately, our solutions provide rich layers of actionable data to our clients that drive the results of their new products in the marketplace.

案例研究：数码单反相机镜头产品测试

背景和研究目标

The client, a manufacturer of DSLR camera lenses, sought to understand the reasons behind American consumers’ opinions on the aesthetic elements of mid-range and high-end DSLR camera lenses. The interest was specifically in the visual, tactile, and auditory aspects of the lenses rather than the photo quality they produced. Consumer attitudes towards lens appearance, feeling, and structure have been somewhat overlooked in previous research in this area, which has focused mainly on the functional aspects of lens quality.

方法

根据以下三个主要标准选出了 23 位受访者：

1. 拥有高端和中端佳能和尼康数码相机
2. 拥有至少 3 个 DSLR 相机镜头
3. 每周至少使用数码单反相机拍照五次。

这些受访者被邀请到曼哈顿的一家摄影工作室，在那里他们对 14 种不同的 DSLR 相机镜头发表了深入的意见。这些镜头来自不同的制造商，代表了设计师不同的审美风格和选择，例如镜头上标签和控件的位置、对焦和变焦环转动的难易程度，以及镜头材质的感觉。每位受访者为每个镜头完成了一份手写调查问卷，其中包括量表排名问题以及开放式定性问题。然后从定量和定性两个层面分析这些调查结果，以揭示市场趋势。

调查结果和结论

对这些问卷的分析得出了几个重要发现，包括：

The client realized the opportunity that lies in producing zoom and focus rings that require minimal effort to adjust while still maintaining a feeling of precision and sturdiness. This came from the surprising finding that this was the greatest determining factor of overall lens quality. In-depth interviews with select respondents illuminated the need to have lenses that make as little noise as possible when working in professional environments so as not to distract photo subjects, representing an opportunity to market silent lenses to professional photographers. The survey analysis revealed that the weight of the lens is a strong determinant of its overall feeling of durability. Since these lenses are a significant investment – many high-end lenses sell for upwards of $1,000 – consumers want to feel that they are buying a product that will last. The client was then able to recognize the value in the message of a strong, durable lens that will last a lifetime.

关于 SIS 产品测试市场研究

SIS is a leading Market Research company. We have conducted thousands of tests across the United States and around the world. Product Tests are detail-oriented and require experience to ensure they are conducted effectively. We provide that experience.

我们的产品研究解决方案包括：

• 顺序单子产品测试
• 单子产品测试
• 民族志
• 家庭使用测试
• 中心位置测试
• 焦点小组
• 移动民族志

SIS 国际 offers Quantitative, Qualitative, and Strategy Research. We provide data, tools, strategies, reports, and insights for decision-making. We also conduct interviews, surveys, focus groups, and many other Market Research methods and approaches. Contact us for your next Market Research project.