Case Study - Product Development
Problem:
Consumer demand for the product of a leading small-appliance maker was growing fast. Although the company was still scaling up and managing the demands of the day-to-day business, it realized that new product innovation needed to become a focus. But how could the company best develop a future product portfolio in order to sustain its stellar growth rates, while not slipping behind on current consumer demand?
Solution:
The CMI team created the marketing innovations the client needed by …
- Drawing on our expertise to help create a new product roadmap, working closely with the client’s R&D and Design Agency partners through every detail of the development plan
- Driving best practices for competencies that were new to the client, such as packaging design, graphic-user interface development and usability testing
- Acting as a project marketing liaison between different operating units, agencies, and departments
- Designing, coordinating and conducting qualitative consumer research from concept testing all the way through usability for the new products
Results:
The latest innovation is ready to launch and has already been welcomed by all the major retailers.
Services we provided for this engagement:
- Ideation
- New product strategy
- Concept development and testing
- Design briefs and agency liaison
- Project management
- Qualitative market research (focus groups)
- Usability testing
