GDV: G. de Villa | Research Solutions | New Product Development

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GDV Product Development

New product development is one of our areas of greatest expertise. For more than 25 years, we have worked with consumer goods companies, helping them refine new product concepts, line extensions and product reformulations.

GDV offers standardized models for new product development research and an extensive database which we have developed throughout the years. We compare results against this numerous studies across categories to help you determine the probabilities of success of your products in the market.

What is New Product Development? It is the process of …

Creating new product ideas
Analyzing commercial feasibility
Testing potential among possible consumers
Selecting the best ideas
Launching them at the right moment in time
Communicating benefits in the market
Monitoring sales performance in the short and long terms
Evaluating results and making decisions

The development of new products must be seen as a continuous cycle of innovation practiced by all companies seeking a leadership position in the market.

Configuración

GDV offers a variety of studies for new product development (NPD), line extensions (LX) and product relaunches / repositioning (REP). Tho following table shows the techniques, application stages, design and analysis for NPD:

Technique	Application stage	Design	Analysis
Preconcept screening / new product ideas	New Products	a) Monadic b) Sequential monadic	a) CPS b) TURF c) VW Price sensitivity
Concept test	New Products Line extensions Repositioning	a) Monadic b) Sequential monadic	a) CPS b) TURF c) VW Price sensitivity d) Key driver analysis
Concept / Product Test	New Products Line extensions Repositioning	a) Monadic b) Sequential monadic	a) CPS b) TURF c) VW Price sensitivity d) Key driver analysis
Comparative (paired) product test	New Products Line extensions Repositioning	a) Paired comparison b) Round robin	a) Hypothesis test b) Lineal Scalability
Monadic product test	New Products Line extensions Repositioning	a) Monadic with one or more cells	a) Hypothesis test
Protomonadic product test	New Products Line extensions Repositioning	a) Combines monadic and paired designs	a) Hypothesis test
Sampling / taste test	New Products Line extensions Repositioning	a) Paired comparison b) Round robin	a) Hypothesis test b) Lineal scalabiltity c) Effectiveness index
On-site user test	New Products	a) Paired comparison b) Round robin	a) Hypothesis test b) Lineal scalabiltity
Visual test / Look test	New Products	a) Paired comparison b) Round robin	a) Hypothesis test b) Lineal scalabiltity c) Effectiveness index
Sniff test	New Products	a) Paired comparison b) Round robin	a) Hypothesis test b) Lineal scalabiltity c) Effectiveness index
Packaging effectiveness test	New Products	a) Paired comparison b) Round robin	a) Hypothesis test b) Lineal scalabiltity
Connotative image test (packaging, graphic design)	New Products	a) In packaging groups b) Monadic	Image attribute frequency and hypothesis test
Tachystostopic label test (labels, graphic design)	New Products	a) In design groups b) Monadic	a) Hypothesis test
Shelf impact test	New Products	Sequential monadic with two or three variables	ANOVA – crossed experimental design

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