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Compass attend MRS Innovation Development conference


Compass is increasingly asked to explore new products or propositions that will inevitably stretch consumer possibilities; whether these are channel related, typically digital, or to encourage customers to purchase in increasingly competitive markets. Research in this area and in this volatile market place is essential and requires an element of the rational vs. emotional, alongside the reality that ‘sometimes, just sometimes, the respondent has absolutely no idea of how a product or concept will fit into their lives’ and is frankly unable to appreciate its possibilities.

Our job as researchers is to be the bridge between the consumer vs. business, to enable our client to position their idea properly and fairly and sometimes take that leap of faith, based on the knowledge that the research consultants and importantly the research Insight, was well informed and balanced! We were therefore very keen to attend the MRS Innovation Development Conference on 7 March 2012; Tapping into the needs, preferences and desires of customers is a sure way to achieve higher returns and manage risk in new product development.  The agenda included leading global brands and market research experts demonstrating how user-led NPD has generated better returns - and increase the chance of innovation success.

 An interesting article in this month’s Research (Research magazine online) expands on some of the challenges researchers face when undertaking NPD research.

To discuss how Compass Research can add value to your NPD innovations contact Fran Elliott 0115 9235865



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