Decision Point - Market Research and Consumer Reports

Client case studies

concept testing throughout development cycle
to represent consumer needs and preferences


A US manufacturer of heating, cooling, and air quality solutions desired consumer input into the development of a new product and decision point recommended multiple consumer touch points at different stages of product development.

decision point approach

  • We conducted qualitative research at multiple points of the design process to integrate end consumer needs and preferences. First, we tested paper concepts with consumers to understand reaction to the designs and overall preferences for aesthetic preferences and functionality needs.
  • After concept refinement, we conducted online usability research on three contenders assessing functionality and design.
  • In the final stage, we validated final design prototypes via individual interview with consumers in multiple locations to understand overall design impressions, ease of use vs. competitive products, and purchase preference.

actionable results

  • We gave the client consumer-driven impactful improvement recommendations at key points in the design process to optimize the final design which led to a successful new product launch.

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