{"id":88767,"date":"2026-10-20T13:16:40","date_gmt":"2026-10-20T11:16:40","guid":{"rendered":"https:\/\/www.ainia.com\/what-you-need-to-know-about-consumers-before-developing-and-launching-a-new-product\/"},"modified":"2026-10-20T13:16:40","modified_gmt":"2026-10-20T11:16:40","slug":"what-you-need-to-know-about-consumers-before-developing-and-launching-a-new-product","status":"publish","type":"post","link":"https:\/\/www.ainia.com\/en\/ainia-news\/what-you-need-to-know-about-consumers-before-developing-and-launching-a-new-product\/","title":{"rendered":"What you need to know about consumers before developing and launching a new product"},"content":{"rendered":"<blockquote><p><span data-contrast=\"auto\">Developing a new product involves making decisions about which need to address, who to target, what value proposition to build or how to position it against other alternatives. Incorporating consumer information from the earliest stages makes it possible to substantiate these decisions before investing in development and reduce the uncertainty associated with the launch. <\/span><span data-ccp-props=\"{}\"> <\/span><\/p><\/blockquote>\n<h3><b><span data-contrast=\"auto\">Is there a real need that justifies development?<\/span><\/b><span data-ccp-props=\"{}\"> <\/span><\/h3>\n<p><span data-contrast=\"auto\">Before defining a solution, it is important to understand what consumer problem, expectation or need we want to address. An opportunity does not always arise from directly expressed demand: it may emerge from analysing changes in habits, new consumption occasions, difficulties with existing products or expectations that are not yet sufficiently met. <\/span><span data-ccp-props=\"{}\"> <\/span><\/p>\n<p><span data-contrast=\"auto\">Market research makes it possible to explore these aspects and identify opportunities with the potential to become new products or services. The aim is not simply to ask consumers what product they want, but to understand<\/span> <b><span data-contrast=\"auto\">what they need, what they value and what difficulties they encounter.<\/span><\/b><span data-ccp-props=\"{}\"> <\/span><\/p>\n<p><span data-contrast=\"auto\">This approach makes it possible to move from an idea based on intuition to an opportunity supported by information about the market and consumers.<\/span><span data-contrast=\"none\"><a href=\"https:\/\/www.ainia.com\/ainia-news\/investigacion-mercados-motor-innovacion-crecimiento-empresas\/\" target=\"_blank\" rel=\"noopener\"> Market research applied to innovation<\/a><\/span> <span data-contrast=\"auto\">helps incorporate this knowledge into business decisions and reduce risk during the innovation process.<\/span> <span data-ccp-props=\"{}\"> <\/span><\/p>\n<h3><b><span data-contrast=\"auto\">Who are we developing the product for?<\/span><\/b><span data-ccp-props=\"{}\"> <\/span><\/h3>\n<p><span data-contrast=\"auto\">A need does not necessarily have the same importance for all consumers. Identifying who may be most interested in a proposal makes it possible to better define the product and avoid developing an overly general solution <\/span><span data-ccp-props=\"{}\"> <\/span><\/p>\n<p><span data-contrast=\"auto\">Understanding habits, attitudes, motivations, consumption occasions and barriers helps to understand which consumer profiles have the greatest potential and what they expect from a particular category.<\/span><span data-ccp-props=\"{}\"> <\/span><\/p>\n<p><span data-contrast=\"auto\">It also makes it possible to identify differences between segments. While price may be a priority for one group, other consumers may place greater value on aspects such as convenience, health, composition or sustainability. <\/span><span data-ccp-props=\"{}\"> <\/span><\/p>\n<h3><b><span data-contrast=\"auto\">Is the value proposition relevant and understandable?<\/span><\/b><span data-ccp-props=\"{}\"> <\/span><\/h3>\n<p><span data-contrast=\"auto\">Once an opportunity has been identified, it is necessary to check whether the proposal we are developing genuinely addresses it.<\/span><span data-ccp-props=\"{}\"> <\/span><\/p>\n<p><span data-contrast=\"auto\">Before having a final product, aspects such as the main benefit, how to present it or the target audience can be evaluated.<\/span><span data-ccp-props=\"{}\"> <\/span><\/p>\n<p><span data-contrast=\"auto\">Involving consumers at these early stages makes it possible to guide development towards proposals with the greatest potential and avoid devoting resources to proposals that do not generate a clear response. <\/span><span data-ccp-props=\"{}\"> <\/span><\/p>\n<h3><b><span data-contrast=\"auto\">What could discourage a purchase?<\/span><\/b><span data-ccp-props=\"{}\"> <\/span><\/h3>\n<p><span data-contrast=\"auto\">Understanding what attracts consumers is important, but so is knowing what might prevent them from ultimately choosing the product.<\/span><span data-ccp-props=\"{}\"> <\/span><\/p>\n<p><span data-contrast=\"auto\">Price, lack of differentiation, difficulty understanding the benefit, distrust of a new ingredient or the perception that better alternatives exist can become barriers to purchase.<\/span><span data-ccp-props=\"{}\"> <\/span><\/p>\n<p><span data-contrast=\"auto\">Researching these factors before launch makes it possible to identify aspects that may not require modifying the product, but rather adjusting its positioning, communication, target audience or commercial strategy.<\/span><span data-ccp-props=\"{}\"> <\/span><\/p>\n<p><span data-contrast=\"auto\">Price deserves particular attention. It is not simply a matter of knowing how much consumers would be willing to pay, but of understanding<\/span> <span data-contrast=\"auto\">how they evaluate the proposal in relation to its price and other options on the market.<\/span><span data-ccp-props=\"{}\"> <\/span><\/p>\n<h3><b><span data-contrast=\"auto\">Validate before bringing the product to market<\/span><\/b><span data-ccp-props=\"{}\"> <\/span><\/h3>\n<p><span data-contrast=\"auto\">As development progresses, the information we need about consumers also changes. In the early stages, the focus is on understanding needs and exploring opportunities; subsequently, on validating the proposal and selecting the alternatives with the greatest potential; and, when prototypes already exist, on assessing how consumers respond to the actual product. <\/span><span data-ccp-props=\"{}\"> <\/span><\/p>\n<p><span data-contrast=\"auto\">For this reason, research should not be considered solely as a final check. Integrating it throughout the entire process makes it possible to use the information from each stage to guide the next and make decisions before changes become more costly. <\/span><span data-ccp-props=\"{}\"> <\/span><\/p>\n<h3><b><span data-contrast=\"auto\">How AINIA can help you<\/span><\/b><span data-ccp-props=\"{}\"> <\/span><\/h3>\n<p><span data-contrast=\"auto\">At AINIA, we help companies incorporate the consumer perspective from the earliest stages of innovation to identify opportunities, understand needs and guide the development of new products.<\/span><span data-ccp-props=\"{}\"> <\/span><\/p>\n<p>Through our<a href=\"https:\/\/www.ainia.com\/soluciones-servicios\/consumidor-mercado\/investigacion-mercados-innovacion\/\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\"> Market Research for Innovation<\/span><\/a> <span data-contrast=\"auto\">service<\/span>,<span data-contrast=\"auto\"> we apply qualitative, quantitative and creative methodologies tailored to the question each company needs to address, from identifying consumer needs and profiles to evaluating concepts and market opportunities.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Developing a new product involves making decisions about which need to address, who to target, what value proposition to build or how to position it against other alternatives. Incorporating consumer information from the earliest stages makes it possible to substantiate these decisions before investing in development and reduce the uncertainty associated with the launch. Is [&hellip;]<\/p>\n","protected":false},"author":339,"featured_media":88766,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[79,188],"tags":[705,704,701,702,703],"tipo-documento":[],"class_list":["post-88767","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ainia-news","category-consumer","tag-consumer-behaviour","tag-consumer-needs","tag-market-research-2","tag-new-product-development-2","tag-product-innovation"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Consumer research to develop new products<\/title>\n<meta name=\"description\" content=\"Discover how consumer research helps identify needs and reduce risks in new product development.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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