The Gantry Group
   
Customer Satisfaction  | ROI/TCO Analysis  | Custom Market Research

Custom Market Research Services
Product Concept Testing
Gantry Group's Product Concept Testing services provide you with a research-based approach to product development and feature mix. Our comprehensive approach uses custom market research to formulate ready-to-execute product development strategies that are based on fact not fiction.

Beginning with the articulation of the business need expressed by the target market, Gantry Group then translates 'voice of the customer' data into a product specification. The outcome ensures that your next offering provides a high value solution to critical business issues of your market.

A Product is a capability delivered as a software, hardware, content and/or service component that addresses a specific need of a target market. Every product has a market, whether it is an established customer base, a prospective market segment, internal corporate group, channel partners, or suppliers. The process for developing a successful offering for any of these constituencies is the same. The product must:

  • Solve a problem that needs to be solved - opportunity
  • Have a market that believes this problem needs to be solved expeditiously - pain point and receptivity
  • Offer a solution that meets the value expectations of the target market - productivity, ease of use, and ROI.

Just what determines product success? Shipping a bug-free product, on time and on budget may be a strong indicator that you have a great product development team, but this alone unfortunately does not ensure success. The three major obstacles to product success can be summed up as follows:

  • Market Calibration - Translation of clear market needs into a sound business strategy.
  • Product Blueprint - Translation of business strategy into product requirements.
  • Product Validation - Translation of requirements into easily accessible capabilities.

Gantry Group's Product Concept Testing implements a rigorous methodology designed to overcome these hurdles in an aggressive timeframe. Our primary market research capabilities quickly tap into your target market to clearly understand their needs - and even more importantly their top priorities. A clear market thumbprint provides insight into the market's top pain points and the capabilities that command the most value. We translate this "voice of the customer" knowledge pipeline to accurately articulate market needs as a prioritized set of product features that will drive the product development team. Gantry Group turns to the target market a second time to validate that these product features are delivered and presented to the user in a highly accessible and useable fashion. In short, we help you get your product right, starting with the first release.

Custom Market Research Services
    Market Validation
    Product Concept Testing
    Competitive Benchmarking
    Product Positioning & Messaging
    Price & Value Studies
    Market Segmentation
    Brand Equity
    Gap Analysis
    Conjoint / Discrete Choice Analysis
Download Capabilities in Detail
Download Custom Market Research Brochure
Download Discrete Choice & Conjoint Analysis brochure
(.PDF file requires Adobe Reader)

"Having already established Authoria as the world leader in personalized, Web-based human resource communication with over 3 million users, we asked the big strategic question, 'What's next?' Gantry designed and managed a highly effective quantitative research study to capture top HR business goals, objectives, pain points and business processes that would direct corporate HR executives' IT investments in mid-to-large U.S. enterprises. We further challenged Gantry Group to articulate the value drivers that HR heads use to measure success of HR solutions and assess ROI. Gantry Group not only met our challenge, they completed the project in 4 weeks, providing us with just-in-time insights and business recommendations to guide our strategic planning process around our target market’s value delivery requirements."

Paul Baier
Senior VP Products
Authoria, Inc.