Harris Interactive is able to help you when it comes to the development of new products or services. Take advantage of your employees’ creative potential in order to generate Ideas and Innovations with the Idea Incubator. Find out more about the advantages of concept and product tests on the internet. Optimize your product line using the Line Optimization Test. Make sure your product has the right packaging and positioning on the shelf and the adequate price. Simulate changes to your range of products and services by conjoint analyses.

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Generating ideas

With Harris Interactive’s Idea Incubator, you are able to use your personnel’s creative potential in a targeted manner. Systemize the acquisition of new ideas, their internal evaluation by all relevant departments and the selection of concepts for consumer feedback using market research.
We create a user-friendly platform for you to collect, evaluate and select ideas: the Idea Incubator. Take advantage of our experience to ensure smoothly functioning processes with a high level of employee acceptance and optimized idea management.

For further information about the Idea Incubator please read our publication: Innovation Management – Shaping Innovation from Idea to Concept
By Dr. Adriane Hartmann, Nadine Winkler.

When generating ideas you can also take advantage of your customers’ potential (lead users, early adopters) with our qualitative approaches.




Concept and product tests

Examine innovations to determine their acceptance or brand fit! Testing concepts and products online offers advantages regarding time and costs. Our wealth of expertise allows us to provide you with streamlined and optimized processes. Benefit from having only one contact person even on international projects, and maintain full control via central study administration.
The integration of multimedia elements allows for a wide variety of possibilities. Continuous control and flexible management of the field work are standard. Our own HI-epanel achieves a response rate of more than 80% in the follow-up survey for in-home concept & use tests (after the initial survey, the participants receive the product samples by post).






Line Optimization Tests (LOT)

In many categories, the individualisation of demand is being met by the introduction of numerous varieties. The product line should be understood as a process and is subject to a continuous need to adapt. With the Harris Interactive AG Line Optimization Test (LOT), it is possible to predict the effects of various alternatives in a product line on the net consumer reach within the target group.

On this basis, LOT provides the size and composition of the optimum product line and the effects of line extensions on the entire product range. Consumer segments and target groups for optimum penetration can be determined. Another option is to consider sales channels with limited listing.

For further information and an example case read our publication:
Product range management of shower gels – equalisation across Europe or market specific differentiation? By Wolfgang Frost, Dr. Adriane Hartmann, Nadine Winkler.





Concept test database

In addition to fast and efficient online concept tests, Harris Interactive is also able to offer true added value with its concept test database. The concept test database allows for comparisons with other concepts to be made, and can also be used for benchmarking. The best practices for a particular product category can be determined and used as a reference.

The Harris Interactive concept test database allows numerous questions to be answered, such as:

• What characterizes a good concept?
• How does your product concept stack up against the competition?
  
• What evaluations/ratings does a concept for a particular product category need to receive in a specific country in order for it to be considered above average?
  
• Do older people evaluate concepts differently than younger people?
  
• How do loyal users react to new product varieties?
  

Packaging and positioning on store shelves

Many consumer goods have to withstand tremendous competition at the point of sale. It is therefore essential to have the right packaging and positioning on the shelves. With the Harris Interactive online shelf test it is possible to test the effectiveness of these instruments. Additional requirements for packaging (such as the enhancement of the brand image) can also be examined. Furthermore, multimedia elements such as three-dimensional depiction can be used.

Learn more about the online shelf test




Moreover, in qualitative group discussions, 3-D simulations of supermarkets can be created and immediately made “real” for the participants with the use of a beamer.

Determining the price

A key part of the marketing challenge is determining the price for a product. We help you with this task through price tests. According to your requirements the competitive environment can be taken into consideration, or not. In doing so, we use tools such as choice-based conjoint analyses and simulate the effects of various prices on the share of choice achieved by a given product.

Conjoint analyses

When it comes to holistic studies of concepts and products, we use various versions of conjoint analyses. This makes it possible to quantify the effect of various variables such as price and packaging design on the preferences or product share of consumers. Comprehensive simulations are possible. Take advantage of our experience in utilizing this diverse and powerful method.