After you’ve identified likeable product concepts that appear to have a sizeable market, the hard part is still yet to come: Deciding precisely which features or benefits to offer, in which combinations, and at what prices – while accounting for the likely response of competitors to your innovation.

Harris/Decima helps you face these difficult challenges with our cost efficient and customizable solutions that identify and optimize your feature and benefit set to maximize buyer interest and appeal.  We help you answer questions like:

• What are the features or product attributes that are absolutely necessary for the market-space?
• What features or product attributes are differentiating and potentially ownable by your product?
• What rational and emotional benefits are derived from those features?  Does my product effectively leverage the connections between desired features/attributes and desired benefits among target customers?
• What are the varieties, flavours, types of the product that are most desired?
• What combinations of variety, flavour, type most appeal to target customers?

We recognize that your needs and your critical questions will be different from anyone else’s so we tailor the research approach to provide you with the information you need, within the time you need it and within a budget that you can afford.   Among the tools we frequently use are Discrete Choice Modeling (DCM), which helps you identify the most powerful/desired features and benefits, while simulating markets with various mixes of products and brands.  We also often conduct sensory and/or prototype testing when feasible.