New Product Development and Monitoring - Healthcare Case Study

Business Objective:

A healthcare plan provider in the process of developing a new product required customer input at various stages in the new product development and launch process  (i.e., development of the product concept and communications pieces for the launch process, as well as customer satisfaction post-launch). 

Research Objective:

CMI was engaged to conduct a multiphase qualitative study designed to:

• Understand customer reaction to the product concept,
• Obtain customer input on product design, 
• Get feedback on a proposed product name,
• Evaluate the effectiveness of communications pieces (both Spanish and English versions) prior to implementation of the product pilot, 
• Evaluate customer satisfaction with the new product post-launch.

Methodology:

Each phase consisted of several focus group sessions in at least two markets.  Research was conducted among both consumers and business decision-makers.

The Result:

The information gathered during each phase was used to make modifications geared toward increasing customer acceptance of the product.