Why New Product Development Research Is Critical to Success
New products require so many things to go right if they are to become a success. A great idea is rarely enough – you also need to understand the audience and what motivates them, nail the timing and message, land a winning value proposition, and more. Launching a new product without research is like sailing without a compass – success requires a lot of luck to get everything right. New Product Development (NPD) research isn’t just a box to check—it’s the foundation for innovation that resonates.
At its core, NPD research helps companies uncover unmet needs, validate ideas, and reduce the risk of costly missteps. Whether you’re entering a new category or refining a legacy product, research ensures you’re solving real problems for real people. Some of our recent work has shown that even established brands benefit from stepping back and asking: “What do our customers really need now?”
Take, for example, a durable goods manufacturer that partnered with Catapult Insights to explore new installation methods. Through hands-on qualitative testing and follow-up quantitative validation, they discovered not one but multiple winning concepts—proof that research can surface more opportunity than expected.
And it’s not just about the product. Research during the NPD process also informs messaging, positioning, and go-to-market strategies. As highlighted in one of our recent case studies, understanding consumer perceptions at a critical point in the NPD process helped a client bridge the gap between innovation and comprehension for a revolutionary but complex new product.
Ultimately, NPD research empowers teams to move from “what if” to “what’s next” with confidence. It’s how good ideas become great products—and how great products find their place in the world.
Let us help you confidently bring your next new product to market. Drop us a line at hellocatapult@catapultinsights.com
Jill Miller
CO-FOUNDER
CATAPULT INSIGHTS