Value Proposition Development
Directional insight for product strategy
Without robust research with real users, your product and service goals are always at risk. But when traditional market research often fails at aligning with the needs of digital-first brands, a fresh approach is needed.
Our Value Proposition Development series of research services are designed to surface the best product and service propositions, assess market potential, maximise appeal and ensure you launch successfully. All are aligned with the needs of digital-first brands: clear outcomes, fast-paced, iterative and valuable.
Concept Screening
Market Potential
Go-to-market strategy
Critical features
Vision
Confidence
Clarity
Direction.
Putting users at the heart of product development
Our Value Proposition Development series is designed to help you meet the underserved needs of your audience. By systematically consulting them at critical stages of the product development journey with a range of focused survey-based solutions the research toolkit can inspire, direct and inform.
1. Concept screening survey
Survey to identify the most appealing early-stage product concepts to develop for your market.
2. Market potential survey
A survey of your target audience to assess market fit, size and profile the audience and measure revenue potential for your detailed product concept.
3. Insight communities
Pop-up research communities to test and develop propositions and concepts in line with customer needs.
4. Go-to-market strategy survey
Online survey and conjoint analytics to identify the optimal price, feature mix and range for your product.
5. Critical Features survey
An online survey combining Kano and MaxDiff analytics to identify the features that really matter.
Discover how our Value Proposition Development modules can help
1. Concept screening survey
Our concept screening surveys allow you to quickly narrow down a wide variety of ideas into the handful you should consider developing. MaxDiff analysis to help you understand which ideas resonate most strongly and which feel like they offer something new and different.
Clear early-stage direction. Get clear direction from consumers for your pre-design ideas. Useful for prioritising a handful to up to 20 text-based product concepts.
Appeal and relative preference. Which of your ideas connect with audiences and, via MaxDiff, which have the most potential to meet the needs of your audience.
Distinctiveness and diagnostics. Find out if your ideas are felt to be different to what else is available and understand the reasons why your top ideas are liked.
Meta-analysis. Understand which groups, themes or categories of ideas over or underperform.
2. Market potential survey
Our Market potential surveys are designed to help you assess whether your product or service is able to satisfy the market you are addressing and what the potential upside could be if it is launched.
Understand Market Fit. Which of your product or service ideas have market fit? Do they address the unmet needs of your users & wider target audience? Would they be missed if they were not offered?
Size & profile your audience. Understand your obtainable market - who is likely switch to your product and how big is the opportunity.
Assess audience engagement. Do consumers understand the value proposition? Is it sufficiently appealing and differentiated?
Explore revenue potential. Understand willingness to pay and how demand for your product or service changes as price is increased or decreased.
Capture proposition diagnostics. Optimise your proposition with rich and detailed feedback on the perceived appeal, strengths and weaknesses of your product ideas.
Identify your competition. Who are your key competitors? How would users achieve their goals in the absence of your product or service?
3. Insight communities
A one to two-week window to convene a small group of your target audience on a digital platform. Via creative tasks and collaboration an insight community will provide a springboard for new ideas and direction for go-to-market roadmaps:
Audience immersion. Immerse yourselves in the lives of your audience their needs and pain points relevant to your market.
Quick-fire feedback on concepts. Polls, surveys and ranking exercises to quickly assess appeal and preference for your propositions, concepts and ideas.
Detailed diagnostics. Click-tests, annotation exercises and sentiment reviews to pick apart what is liked and disliked about your propositions.
Generate ideas. Group discussions to review propositions, features and claims. Refine and improve your existing ideas with direct consumer feedback.
Remote screen recording. Watch participants show you what they feel are the best examples of products and services in your market.
Test, learn and re-test. Utilise the community window of opportunity to iterate and re-test your propositions and concepts.
4. Go-to-market strategy survey
Using Choice-Based Conjoint (CBC) analytics, we will help you to identify the optimal go-to-market strategy: price, feature mix, and range to maximise product or service reach.
Identify what is valued. Where do your potential users see value in your product or service offering; what will drive take-up?
Understand willingness to pay. What are users prepared to pay for a specific product offering, And how much are individual features worth?
Estimate demand. Model likely demand when launched and understand how to maximise revenue by balancing sales price, product range and volume.
Optimise the range. Gain insight on how to encourage trade up within a range of products and reduce the risk of cannibalisation of premium / high-margin products.
Simulate market scenarios. Discover how your product or service is likely to perform within the market. Identify how to optimise features and price to increase take-up.
5. Critical Features survey
A survey that uses the Kano model alongside supporting feature prioritisation analytics to provide direction to your product or service roadmap.
Systematic feature prioritisation. Ensure you prioritise the right features for development by understanding if and how they satisfy user needs.
Pinpoint where to invest resources. Understand which features drive take-up, and satisfaction and are likely to help you stand out from your competitors.
Map user priorities. We utilise the MaxDiff approach alongside the Kano method to provide a clear relative hierarchy of features users feel are important.
Qualitative diagnostics. Get beyond hard metrics with qualitative questioning to diagnose how users respond to your feature concepts.
Our approach
Anchoring product development in consumer goals ensures what is built meets the needs of your users, relieves their frustrations and targets gaps in the market that are underserved. Product Launch Pad will keep this mindset front and centre across the entirety of your development journey.
Custom designed research
Our services can follow you across a development journey, or you may only need one element. We can interpret your needs and can design a programme specifically for you.
Full-service, not self-service
No bloated DIY tech solutions, where you are left to do all the hard work. Our team of insight experts lead the project design, management, analysis and delivery of insights.
Value for money
Our combination of proven frameworks, technology and a remote-research approach allows insight budgets to go further without sacrificing value.
Influence & empathy
Our outputs blend great data visualisation, directional insights and empathy-building outputs to place customers at the centre of product development.
Iterative insight
Our modular tools are designed to provide you with the direction you need, at a speed which causes minimal disruption to your deadlines and milestones.
Completing surveys is rarely fun but answering questions and sharing feedback should still be easy, relevant and quick. Our elegant surveys deliver on this whatever the device and follow UX best-practice to ensure data is reliable.
Trusted data is at the heart of everything we do. All data collection is designed and quality checked to ensure it is representative, inclusive and unbiased.
Our surveys are GDPR compliant and administered by our ISO27001 certified survey fieldwork partner.
Smart surveys & dependable data
Insight Activation
Memorable and impactful research outputs are an integral part of our service at Waveform: bringing brands closer to their audiences, inspiring new ideas, providing clarity.
Senior insight consultancy
Engaging & actionable reports
Empathy building outputs
Value Proposition Development modules: Summary & Pricing
Our Value Proposition Development modules can be commissioned individually or as part of a wider programme of work depending on your requirements.
Full-service
All of our projects are inclusive of custom project design, project management, analysis, reporting and consultancy.
Adaptable & custom solution
We adapt our modules so they reflect the distinct needs of your market and your brand.
1. Concept screening survey
Understand which text-based concepts to develop from a list of up to twenty early-stage ideas
Method: Online survey via consumer panel or CRM
Core content: Absolute appeal, absolute distinctiveness, relative preference (MaxDiff), reasons for preference
No. of participants: From 1,000 consumers in your target market (options to add your users)
Outputs: Insight report, Excel data tables, Video conference debrief
FROM £9,000
3. Insight community
Generative research to develop and optimise propositions and concepts to create better product-market-fit and shape successful strategies
Method: ‘Pop up’ online community from 5 days to two weeks
Core content: A range of creative tasks and discussions to gain feedback on concepts and generate ideas
No. of participants: 16 to 40 consumers in your target market (options to add your users)
Outputs: Insight report, Video conference debrief
FROM £9,000
2. Market potential survey
Assess the market fit, drivers of performance, potential improvements and price acceptance for up to three concepts
Method: Online survey via consumer panel or CRM
Core content: Overall and for product components: Absolute appeal, distinctiveness, Product-Market-Fit, priced consideration at multiple price points (Gabor Granger), likes & dislikes
No. of participants: From 1,000 consumers in your target market (options to add your users)
Outputs: Insight report, Excel data tables, Video conference debrief
FROM £10,000
4. Go-to-market strategy survey
Choice-based conjoint approach to help you calibrate the optimal price, features and position for your concept
Method: Customer survey via email invitation
Core content: A Choice-Based Conjoint model of preference and take-up
No. of participants: From 1,000 consumers in your target market (options to add your users)
Outputs: Insight report, Video conference debrief, optional conjoint simulator
FROM £15,000
5. Critical Features survey
Kano and MaxDiff method used in conjunction to help you prioritise features on your product road map
Method: Customer survey via email invitation
Core content: Kano model and feature importance (MaxDiff)
No. of participants: From 1,000 consumers in your target market (options to add your users)
Outputs: Insight report, Excel data tables, Video conference debrief
FROM £11,000
Want to find out more? Get in touch today
Tell us a little about you and your needs or share your project brief. We’d love to hear from you.