Optimise your NPD Process
New Product Development Research
Innovation and Product Testing to help you succeed
Improve your new product development research and NPD to increase success rates, customer satisfaction, UX and grow loyalty
Optimise your product development process for success
We have developed a new consumer-led development approach and philosophy called Innovision – created especially for clients looking to optimise their new product development and user experiences.
We understand that you want your ideas to succeed and to avoid costly mistakes. Innovision is about pushing boundaries at every possible stage of product development. To explore, understand and discover in a whole new way. The result? Fast-paced, rigorous data and insight that support the advancement of your product ideas quickly and cost-effectively.
Innovision is an NPD philosophy that can be applied to parts of the NPD process to ensure success. It shapes everything we do, from Ideation to Concept Development, Concept Testing, Packaging Testing, Pricing research, Brand Proposition, Brand Positioning and Volume Estimation. It’s a game-changing approach that works.
To achieve excellence, you need to get a thorough understanding of your customer, their needs and where their priorities stand. UX research helps you fully step into your customers’ shoes.
How product research drives success
Working across a range of industries, including Technology, Food and Drink, Retail, Leisure and Finance, we use a range of discovery methods, from ideation sessions, focus groups and depth interviews to online concept tests and in-home user tests.
We know that any product research needs rapid, cost-effective results without compromising quality. Innovision perfectly blends incredible depth of insight and staggering efficiency. Some of our brand and NPD research company services include:
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Creating New Ideas
Brilliant ideas help to set brands apart. And when they are sparked from moments of great inspiration, carefully researched and perfectly executed, the impact can be transformative. We are collaborators, working with you, industry experts and real consumers, to help you experience eureka moments so you can invent and refine the very best, new ideas.
Concept Testing
When you place real people at the heart of your innovation, NPD can truly propel your business. It’s about understanding how to create and develop an idea that has a real future, developing and polishing your concepts and ideas through every step of the process – the innovation lifecycle. It’s exciting, eye-opening and dynamic.
Product Testing
In addition to concept testing, we evaluate a product or service by testing it with representative users. During this process, participants consume or use a product – this can involve completing a task whilst our team observe. The ability to view or video-record testing sessions allows us to identify any problems or barriers to customer satisfaction using both qualitative and quantitative methods.
Pricing Research
Find out what your consumers are willing to pay for your product or service with the Price Sensitivity Meter (PSM), enabling your brand to determine optimal price points and also understand Brand Price Trade Off (BPTO).
Best NPD & product research tools & services
Experts who have been helping hundreds of brands create and deliver great products through actionable research insights for over 25 years
Tailormade product research wins
Surprisingly, many ad hoc or off-the-shelf concept testing approaches rarely take sufficient account of the market and competition! This omission ultimately means that recommendations can be inaccurate and inevitably overestimate the opportunity for any new idea. Over the years, we’ve seen this overestimation as the key reason why most products (even when researched) fail shortly after launch.
Most consumers will never buy a product or service without knowing the price. So how can we expect research to give reliable answers to unpriced concept tests? For this reason, we always favour priced concept tests.
| Situation | Why Bespoke Research Is Better |
|---|---|
| Complex strategic decisions | Custom research is designed around your specific business challenge, providing deeper insight to support important decisions. |
| Entering a new market | Tailored studies explore local behaviours, competitors, and customer needs rather than relying on generic data. |
| New product or innovation development | Bespoke research allows concepts, features, and pricing to be tested in ways that reflect the real market context. |
| Understanding your specific customers | Off-the-shelf tools often use standard questions, while bespoke studies explore the behaviours, motivations, and needs unique to your audience. |
| Understanding your specific customers | Off-the-shelf tools often use standard questions, while bespoke studies explore the behaviours, motivations, and needs unique to your audience. |
| Competitive or category analysis | Custom research can focus on the exact competitors and market dynamics that matter to your brand. |
| Actionable insight for strategy | Bespoke research is designed to answer the precise questions that decision-makers need, delivering insights directly relevant to business strategy. |
About our NPD product research services
Our product research approach uses several important principles that shape everything we do from a product research and development perspective. It recognises that:
Uniqueness
Established brands and products have an unfair advantage over new products in that they have already developed consumer loyalty and a place in people’s hearts and minds. New product ideas need to disrupt the status quo and have strong points of difference with existing offerings. Uniqueness is hard to achieve but essential to success.
Advantage
Replicating what others have done before is rarely enough to guarantee success. You need to offer an alternative that is not only different but better. The advantage isn’t just rational, such as being quicker and cheaper. It can also be emotional, focusing on how it is more attractive or more modern. Often, it is a combination of both.
Needs
Meeting consumer needs is a fundamental part of all successful brands. Ultimately, it’s about developing interest, love and purchase intention. Fail to produce a product or service that fills a need, and your consumers will be swayed towards your competitors.
How we guide you to success
We help companies achieve success, and our expertise is backed up by our clients who voted us Market Research Agency of the year.
Don’t just take our word for it; take the multi-year ‘Best Market Research Company’ award by The Drum and our international ISO 20252:2012 accreditation as our guarantee of working closely with you to produce brand growth.
Latest client testimonials
Thank you for all the work you have done on this project, it was a really interesting report with some insights that I think will add fantastic value to the bid. It’s been great working with you
Vision One assisted us with great agility and quality.
I’ve worked with Vision One on a range of research, from advertising to U&A studies. They deliver valuable insights that lead to concrete actionable steps. Our collaboration has gained international scope.
Vision One’s BrandVision has given us new and powerful insights – helping us understand our brand health and shape our strategic decisions going forward.
We also loved working with all the team and we hope to work again together soon
I have thoroughly enjoyed working with Vision One. They are very helpful, knowledgeable and approachable. I would definitely recommend their services.
We appreciate the great work your team has done, and it really helped us understand EV users in the UK
Your questions answered (FAQs)
Market research is beneficial for a wide range of businesses, from small startups to large multinational corporations. It helps companies understand their target audience, identify market trends, and refine their marketing strategies.
Industries such as retail, finance, technology, and healthcare can leverage market research to enhance customer satisfaction, improve product offerings, and make informed decisions.
By investing in market research, businesses can better align their products and services with consumer needs, ultimately driving growth and profitability.
We deliver a comprehensive suite of market research solutions designed to drive strategic growth. Our top market research company services include
- Advertising research and Ad testing
- Brand research (identity and brand equity)
- Brand tracking studies
- Business-to-business research
- Customer satisfaction and CX
- Ethnography and observation
- Idea generation and Co-creation
- International & global research
- Market segmentation and personas
- Messaging and Copy testing
- Online research and online surveys
- Pricing Research
- Proposition and Concept testing
- NPD and Product research
- Research training & Consultancy
- Shopper insights and Retail research
- Usage & Attitude surveys
Our market research methods are enhanced by advanced analytics, including sentiment analysis, regression modelling and predictive insights. This ensures a holistic understanding of your audience and market trends, tailored precisely to your research objectives.
Our research methodologies include:
- Accompanied Shopping Trips (ASTs)
- Behavioural Economics
- CAPI / Personal Interviewing
- Data visualisations/infographics
- Email surveys
- Ethnographic Research
- Eye Tracking
- Exit Interviews
- Facial Coding
- Focus Group & Workshops
- Online Surveys
- Mail surveys
- Mystery Shopping
- Neuromarketing
- Public Opinion Polls
- CATI / Telephone interviewing
- UX User Testing
Vision One is a leading customer research agency helping firms truly understand their audiences and deliver exceptional experiences. Our services include customer experience (CX) research, customer satisfaction studies (cSat), and customer segmentation to reveal what drives loyalty and behaviour. Combining advanced analytics with qualitative insight and customer journey mapping, we uncover the ‘why’ behind customer decisions—empowering businesses to enhance experiences, build stronger relationships, and drive sustainable growth.
Data integrity is at the heart of our research process. We are ISO 20252-accredited and utilise robust sampling frameworks, meticulous data validation techniques and continuous quality monitoring throughout the research lifecycle.
Every dataset undergoes thorough checks to ensure accuracy, reliability, and compliance with industry standards, including MRS, ESOMAR and GDPR guidelines.
Project timelines depend on the complexity and scope of the research. However, most projects are completed within 2 to 6 weeks, balancing speed with rigorous quality standards. Clearly, cSat and brand tracking projects last for the duration of the contract.
We work closely with your team to establish timelines that meet your goals without compromising data depth or analytical precision.
We work with companies of all sizes, from small businesses (SMEs) to the world’s largest international brands, and market research is important to them all.
Our clients include advertising and PR agencies, financial services, food and drink,packaging research, FMCG, housing, local government, luxury and fashion, social research, travel and tourism, manufacturing and brands, service providers and associations.
For any business, market research agencies possess a deep understanding of research and how to achieve the desired results. It’s about understanding customer needs, market demand, pricing strategies and industry trends. It supports innovation, validates business ideas, and ensures that marketing messages are effectively targeted. Businesses that invest in consistent market research are better positioned to respond to market changes, create and attract loyal customers and maximise ROI.
Here are the addresses for some of the UK’s top market research companies in London, specialising in full-service research
- Vision One Research – 85-87 Bayham Street, Camden, London, NE1 0AG
- Brandspeak – 1st Floor, London, W8 6SN
- Ipsos – 3 Thomas More St, London, E1W 1YW
- Savanta – 60 Great Portland St, London, W1W 7RT
- System1 – 52 Bedford Row Holborn, London, WC1R 4LR
- Kantar – 30 Stamford St, London, SE1 9LQ
- B2B International – 10 Triton St, London, NW1 3BF
Vision One is committed to ethical practices in market research by adhering to industry standards and guidelines set by organisations such as the Market Research Society (MRS) and ESOMAR. This includes obtaining informed consent from participants, ensuring data confidentiality, and maintaining transparency throughout the research process.
By prioritising ethical considerations, Vision One builds trust with clients and participants alike, ensuring that the research conducted is not only effective but also responsible and respectful of individual rights.
Contact Us
We are quick, responsive, and above all, our research is customised precisely to your needs, ensuring you get exactly what you need every time.
Email us at mail@visionone.co.uk
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