The challenge: Public sector client: the client had a new product and service aimed at meeting industry need. The challenge was to test the product appeal across a number of different stakeholders and customers. The product was a polished prototype, which had experienced an onerously long development time and we needed to understand how this product had become ‘stuck’ in the NPD pipeline.
The research: Qualitative, quantitative and insight consultancy – Our work demonstrated that the product and service was ultimately very good, but that the client team were relatively new to NPD and as such were in the process of increasing customisation, instead of launching the product.
Our experience told us that the challenge was internal and that a standard product and service were suitable to launch. We conducted a small internal exercise, which demonstrated that unless the launch process was streamlined, the objective would take more than 100 years to achieve. We also made recommendations on how to adapt the product to mass market, very simply and efficiently.
The client was advised to streamline the product and launch it with limited customisations, effectively a mass market approach.
