Often used to test a range of concepts or to refine a product or service prior to market launch this type of research can save you from making costly mistakes in the product or service development process.

In order to determine the likely success and uptake of a new product or service, focus groups or hall tests are usually held to identify any key issues with the concepts and rule out any ideas not worth taking into the development stage.

Participants are usually given information about the products and then observed with feedback being given on such topics as usability, price points and likely take up.

The most successful ideas are then usually taken to a quantitative stage to provide statistical reliability to the research findings.