Product planning

1. Master Class
What kind of research should be done
before the launch of a new product?
Effective launch communications is grasp the product’s differentiation, and those
developed by recognizing that it’s not only most likely to trigger further conversation.
what you say, but also how your audience Another goal for research is to explore
sees, hears, translates, and talks about it. The “adoption style.” People vary in terms of
learning from research enables purpose-driv- how they prefer to process, experience, or
en creativity – ideas that are spot-on in how share learning about a new product. How
they address and leverage the communica- much do they prefer facts compared to
tions needs of each audience. endorsements? How much will the prod-
It is important to specify and understand uct’s benefits resonate in a direct, sensory
the audiences you most want to engage, way versus a more intellectual, conceptual
excite, and influence. Launch communi- manner? How much will this new choice
cations are often designed based on target operate as social currency? Answers to
research used to develop the new product or questions like these help provide insight on
service. While helpful, it doesn’t provide full what the message should be, as well as how
insight on the communications needs and “one objective it should be delivered to each audience.
opportunities that lie within each audience.
One objective for research is to pin-
for research is A well-researched product has a good chance
to succeed, but only with a well-researched
point the bull’s-eye of your commu- to pinpoint the and, consequently, creative communications
nication. The best communications, bull’s-eye of your program can it truly break through.
however, are designed by better articulat-
ing the target, such as the most enthu- communication“ Lynn Fisher, SVP, director of
brand planning and evaluation,
siastic groups, those who will most – lynn fisher Cohn & Wolfe
www.cohnwolfe.com
Reprinted from October 2009