Survival Of The Fittest Why Do Product Fail?
It is well documented that most new products fail and that successfully launching new products has got harder as markets have become more competitive. Whatever business we are in, we all know the attention devoted to research and development is a key variable which helps explain how the fittest survive. Reasons why products fail are many and varied.

INFOSEARCH believe that product adoption is the end result of a finely balanced mix of rational and emotional factors. A new product may fall at any one of these hurdles:
 - Failure to identify and target genuine unmet needs
 - Failure to persuade people that it is able to fulfill their needs
 - Persuading  trial, but failing to deliver the promised benefits

There are many ways to improve a product?s chances of success. Perhaps the most important is to seek feedback from the target market at the right times. Identifying those times means first understanding the whole Continuous Product Development Cycle.

 - The Strategic Stage sets the scene for all that follows. It is during this stage that an internal culture for NPD success is established within an organization; ensuring buy-in from senior management and ultimately resources. Business outcomes are defined to judge the success or failure of the product. It is also during this stage that market need is assessed.

 - The Development Stage is about turning ideas into products that can be  tested internally for feasibility and externally for potential. Ultimately, you should emerge with a number of concepts, which fit both the business? strategic goals, and the target market?s emotional needs.

 - The Refinement Stage involves fine-tuning in  the light of internal and external feedback. Giving potential customers the chance to test the finished article is critical; the research objective is to understand whether it fits with their expectations and the business objective to maximize the product?s chances of launch success.

 - The Review Stage at which  key questions need to be answered such as :
Who?s buying it ? Are they happy with it? What are competitors doing to retaliate? Is it helping the business achieve its strategic goals? Which eventually brings the organization back to the first stage in the cycle again.

Where Does I NFOSEARCH Fit In?
INFOSEARCH can play a crucial role at each or every stage of the development cycle be it internal versus market led or new product development versus brand extension. Our clients can benefit from the full range of services we offer, from concept testing in the field to U&A studies and internal management workshops.