While trend reporting and technological advances provide the stimuli for new products, they are by no means a guarantee of market success. Because not every newly developed product automatically becomes a success, extensive multi-stage consumer studies are carried out preceding production.
Sounding out preferences
At first, general market research ascertains consumer attitudes and behaviour. Global usage & attitude studies provide information on consumer habits, needs and preferences, while at the same time highlighting potential gaps in the market.
Testing acceptance
Even as a private label manufacturer, Schwan-STABILO Cosmetics tests its products with consumers before launch with, of course, non-branded, anonymous samples. Multi-stage acceptance and benchmark tests, carried out in-house at first, then by independent research institutes, ensure consumer-oriented expansion of the range.
