Crafting successful product launches utilising market research In this podcast, we learn more about the crucial role of market research in product development and launch, particularly for consumer packaged goods (CPGs) and fast moving consumer goods (FMCGs). Susan pointed out the unique characteristics of each and the distinct research approaches required. Susan also stressed the importance of market research for new businesses, suggesting cost-effective strategies such as online surveys, social media listening, and competitive analysis. She emphasises the need to identify the core consumer need a product addresses, as it guides all subsequent research efforts. Susan highlights that research is an ongoing process that should inform every stage of a product's life cycle, from initial development to post-launch improvements. By investing in research, businesses can build products that resonate with their audience, stay competitive in the market, and drive long-term success.

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