Global Product & Service Innovation Agency

New Product Development (NPD) Research

Brandspeak supports global organisations with NPD research throughout the innovation journey, providing evidence-based guidance at every stage from early opportunity exploration through to product refinement and post-launch monitoring.

Innovation and New Product Development Research?

What Is Innovation and New Product Development Research?

Innovation and NPD market research refers to the process of gathering, analysing and interpreting market data to inform the development of new products or services.

Research may be conducted at different points in the development process to define target audiences, identify unmet consumer needs and opportunity areas, determine 'must-have' proposition features, evaluate initial concepts, test prototypes, and evaluate and monitor post-launch success.

The Benefits of New Product Development Research

NPD research provides the clarity and evidence needed to support stronger decisions and more focused progress throughout the innovation process.

Help Eliminate Costly Development Mistakes

Help Eliminate Costly Development Mistakes

It provides early feedback on emerging ideas and concepts, highlighting weaknesses before investment accelerates. By challenging assumptions and exposing misalignment with consumer expectations, NPD research prevents expensive errors and increases the likelihood of commercial success.

Identify Meaningful Opportunity Spaces

Identify Meaningful Opportunity Spaces

It reveals unmet needs, usage behaviours and occasions where new solutions can add real value. These insights help teams focus development on opportunities grounded in genuine consumer demand rather than internal assumptions or competitor imitation.

Improve Development Focus And Efficiency

Improve Development Focus And Efficiency

It clarifies which features matter most, where complexity can be removed and how propositions should evolve. This enables faster iteration, better alignment between teams and more efficient movement from idea to viable product.

Strengthen Launch Readiness And Adoption Potential

Strengthen Launch Readiness And Adoption Potential

It informs pricing, positioning, packaging and channel choices by showing how different segments interpret value. These insights support launch strategies that maximise relevance, encourage trial and set foundations for long-term performance.

Brandspeak's Innovation and NPD Research Methods

Brandspeak uses exploratory qualitative research, co-creation, workshopping, ethnography, CX and UX assessment and quantitative validation surveys. Together, these approaches provide the data and evidence required for successful product innovation and go-to-market strategy development.

Workshopping and Co-creation

Workshopping and Co-creation

A collaborative forum for exploring existing ideas and developing new concepts.

Focus Groups & Depth Interviews

Focus Groups & Depth Interviews

Explore audience needs, perceptions and behaviours in rich qualitative detail.

Implicit Testing

Implicit Testing

Measure instinctive attitudes and emotional reactions at scale for clear, reliable evidence.

Secondary Research & Market Intelligence

Secondary Research & Market Intelligence

Identify market trends, competitor activity and category insights using desk research.

Ethnography & Observational Research

Ethnography & Observational Research

Observe real-life behaviour to understand authentic actions, needs and decision-making moments.

Online Surveys

Online Surveys

Capture robust, statistically reliable feedback to quantify attitudes and behaviours at scale.

Brandspeak's New Product Development Research Services

Brandspeak delivers idea screening, concept testing, prototype evaluation and launch development research, supporting evidence-based decision-making at each innovation stage.

We generate and explore a broad range of early ideas using co-creation, workshops and exploratory qualitative research. These ideas are assessed individually with stakeholders and consumers to determine feasibility, distinctiveness and potential value, ensuring only viable opportunities progress to concept development.

We evaluate each concept's proposition, features, benefits and intended usage applications, including how it fits within relevant social or cultural contexts. Visual and physical stimuli bring concepts, packaging and branding to life, enabling accurate assessment. Findings guide refinement before commitment to prototyping.

Prototype testing assesses relevance, usability, appeal and purchase intent using physical samples, beta journeys or service walkthroughs. Quantitative validation measures commercial potential, feature prioritisation, value perceptions and willingness to buy, informing refinement, forecasting and final go-to-market planning.

How to Get Your Insights

As a full service market research agency we support research in 40+ global markets, working with native-speaking moderators and trusted in-market partners to ensure cultural accuracy and insight quality. Wherever your audience is, we can reach them and deliver insight that drives better decisions.

Step One

Fill in the form and click submit.

Step Two

Our team will contact you within 24 hours.

Step Three

We learn about your needs and goals and how to achieve them.

Upload a Briefing Document or RFP

Brandspeak in Numbers

As one of the UK's most experienced market research agencies, Brandspeak brings scale, consistency, and depth to every project.

3,000+

Focus Groups

25

Years

750+

Quantitative Studies

40

International Markets

1 Million+

Survey Participants

45

Languages Covered in Global Research

5,000+

Depth Interviews

Association for Qualitative Research (AQR)MRS Evidence Matters

Brandspeak is proud to be a member of both The Association for Qualitative Research (AQR) and The Market Research Society (MRS) — demonstrating our commitment to quality, ethical practice and industry-leading research standards.

Brandspeak Blogs

Read the latest trends, insights and best practices from the world of Market Research. Choose a topic below to read more.

Client Feedback

Lauren Williams

We worked with Brandspeak on a brand awareness project and we were extremely pleased with the quality of service and the process. They understood the complexity of the briefs and asked plenty of questions to make sure they fully understand the objectives. They interacted with all levels of people in our business and understood the differences within the market and suggested ways to tie the research together so it was still comparable. The results were delivered with easy to digest summaries that could be used across the business. We would highly recommend using them.

Lauren Williams

Sarah Twist – Marketing Manager

Very informative, easy to work with and a really friendly team. I would recommend Brandspeak to help any business grow. They are great quality for money, help niche sectors and present their findings in an understanding manner. They have provided a brand review, market review post-covid to ensure we are still up to date, along with two very valuable website reviews. Working with them for qualitative and quantities research has a been fantastic for us. Thank you for all your help!

Sarah Twist – Marketing Manager

Zanya Fahy

It's been an absolute pleasure to work with Brandspeak on our qualitative assessment of different ads across 5 EU markets. Throughout this project, Brandspeak have been expert, professional and so flexible with our requirements and timings. The research analysis that they provided us with was extremely valuable and insightful. I look forward to working with them again – highly recommend!

Zanya Fahy

Georgie Burks, Brand Marketing Lead

Great service from Brandspeak – highly recommend for thoughtful and detailed brand measurement and tracking.

Georgie Burks, Brand Marketing Lead

Brandspeak have been fantastic to work with. They are a very professional agency who really understand the importance of quality research. Their team were very responsive, knowledgeable and easy to work with and provided us with excellent insights.

Mark Wilson

Animal Friends Insurance

We wanted to understand how elements of our brand were perceived by consumers and identify opportunities where we could make improvements. Brandspeak clearly understood the brief and worked closely with us to develop a research approach that would answer our questions. The insight has been used to inform the development of our creative and also applied to other areas of our marketing communications. It was a pleasure to work with Brandspeak.

Strategy & Insight Manager | Animal Friends Insurance

Tönnjes

Brandspeak helped us with getting invaluable market insights! They showed great flexibility and professionalism throughout the entire process and provided us exactly with the results we needed. I would recommend working with Brandspeak to anyone and anytime.

Tom Suberg

From the moment I contacted Brandspeak I can't thank Jeremy and his team enough. Offering a professional approach they took the time and effort to make the whole process easy and effortless. I highly recommend Brandspeak and look forward to working with them again in the future.

Verity Kimber

From their initial proposal they displayed an understanding of financial services and a clarity of thinking that made them stand out. Since then they have consistently delivered to demanding timescales. But what really sets them apart are their actionable and business focused recommendations which give them the credibility to influence senior internal stakeholders. I have really enjoyed working with them and look forward to doing so again.

Leading life and pensions provider

It is always a pleasure – and a relief! – to work with researchers who get the whole thing – effortlessly... a heartfelt thanks.

DLKW

Work with Brandspeak

With offices in London, Bristol, and Birmingham – and partners across the world – we provide global reach with local expertise. Our team is ready to discuss your business challenge and show you what's possible with the right insights.

Get in Touch

London

+44 (0) 203 858 0052

1st Floor, 239 Kensington High St, London W8 6SN

Bristol

+44 (0) 1174 07 0187

2430 / 2440 The Quadrant, Aztec W, Bristol BS32 4AQ

Birmingham

+44 (0) 121 314 4647

The Lewis Building, Bull St, Birmingham B4 6AF