New Product Development

Is your new product development process agile enough to keep up with the competition?

Whether speed to market is most important or if you are looking to reduce the risk involved with a new product launch, Decision Point will create a research approach that fits your needs. We offer a wide array of techniques including agile innovation, advanced analytics and co-creation. Our research will enable you to develop new products more efficiently and effectively.

At Decision Point, we have vast experience on both the research and marketing side of new product development. Whether you need help through the entire development process – from discovery to deployment – or just one component of it, we’re here for you. In addition to research, we also provide marketing consulting for new product development and launches.

“Decision Point was instrumental in helping us identify innovation opportunities that were meaningful differentiators. Their approach was quite rigorous and well thought out starting with identifying consumers’ pain points and discovering their latent needs, followed by a co-creation session that helped us zoom in and ideate on potential solutions to consumer struggles we observed. Our team was very pleased with the deliverables from Decision Point which clearly articulated the insights we gathered, their implications, along with a go-forward  plan. It helped us formulate both our short and long term product roadmap.” – Trupti Guha, formerly Fiskars Consumer Insights Manager

Contact us to learn more about our New Product Research and Marketing services, including:


Our ethnographic research captures consumers in their “natural habit” revealing opportunity areas for new product development.


Creative processing skillfully facilitated to uncover new platforms, products or product enhancements.

Concept Optimization

Our Concept Optimization tool uses an iterative learning model to identify the most desired combination of concept elements. The tool tests a multitude of concept combinations with consumers to determine the optimal concept vs. the competitive set. This tool can also be used to determine messaging for packaging or advertising.


Co-creation brings the consumer into the early stages of product development – shortening development time and reducing the risk associated with a new product launch.