Decisions about products and services

Major decisions about the nature of products or services to be offered by an organization are normally taken before development. After the product has been launched on to the market, modifications may be made to the product/service attribute mix to appeal to different market segments or for different applications. Guide 2 concentrates on the uses of research in new product development, but the techniques suggested are also used to test product modifications during its market life. The scheme outlined suggests a theoretically ideal approach to the process of new product development. Not all products or services do, or should, go through all stages using the research techniques suggested in the guide. This format is intended to offer an outline approach, which may be of value to the new research user, and should certainly be adapted to meet any specific requirements of the product, service or market under consideration. Notes explaining some of the specific techniques referred to in the guide follow.

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