The Ideate phase is a critical step in the product development process. Insights developed during the Explore phase are transformed into product concepts that can be used to test assumptions, target markets and product hypotheses. Using evaluative research techniques, we conduct qualitative and quantitative research to validate features, inform bundling and pricing strategies and define segmented value propositions.
The goal of research during the Ideate phase is to define and prioritize product concepts and to assess the desirability, viability and feasibility of those concepts. Evaluative research uses quantitative methods (MaxDiff and Conjoint) to uncover key insights that help to prioritize features, make bundling and pricing decisions and define segmented value propositions.
Feature Prioritization
Feature prioritization helps to evaluate the relative value of product features and the likelihood of those attributes influencing a customers’ willingness to pay.
Bundling and Pricing Analysis
Bundling and pricing analysis allows for testing of product configurations, bundling packages and pricing.
Segment and Value Proposition Analysis:
Segmentation and value proposition analysis facilitates the division of the market into discrete groups with similar attributes and motives and enables the development of differentiated value propositions and personas based on customer wants and needs.
