BioStat was commissioned to conduct a prototype product research for a company. The objectives of the study were to examine market trends, identify unmet consumer needs, and understand their opinions about the presented prototype. The study also included an assessment of the interest in the product and the optimal price that would be attractive to consumers.
For the study, a method of focused group interviews (FGI) was employed, during which consumer groups expressed their opinions and feedback. In total, four focused group interviews were conducted with 29 consumers representing diverse social groups. The study included individuals who matched the client's profile interested in acquiring the presented product.
The first aspect evaluated during the study was the intuitiveness of the product and its ease of use. Participants expressed their opinions about similarities with other products and differences that, in their view, could be strengths of the product. Specific features that differentiate the product from the competition were also assessed, allowing an analysis of potential consumer interest in innovative solutions.
During FGI interviews, participants shared information about consumer habits, trusted brands, and ways of using similar products at home. Participants were asked to outline the characteristics of an ideal product, the most important aspects they consider when buying such a product, and its potential price. This information enabled the analysis of consumer needs and the identification of key product features influencing purchase decisions.
The study also provided information on the impact of advertising on consumers when choosing products similar to the presented one. The research showed a strong attachment of consumers to trusted brands, but it also identified high interest in testing previously unknown products, provided their features align with the characteristics of the ideal product mentioned earlier. The study also covered potential stores and places where the presented product could be sold.
During the study, participants were presented with the concept of the product to be introduced to the market. Each participant could familiarize themselves with the product and personally test it to draw conclusions and provide feedback. This approach allowed obtaining valuable information about the product's innovativeness and identifying potential issues that users may encounter during initial product use.
The initial objectives set at the beginning of the study were achieved, and valuable information and recommendations were obtained on how the presented product could be modified to better align with consumer demand and stand out from the competition in a more reliable manner. The client's assumptions about trends and their impact on the decision to purchase the product were confirmed, but new, unforeseen strengths of the product were identified, generating interest among the participants.
