When crafting a new product or enhancing an existing product, you must understand the problem you're trying to solve, evaluate product opportunities within your category and define a marketing strategy to impact product adoption. Enter, primary market research.
Understanding customer attitudes and motivations, as well as how they purchase and use certain products, is vital to creating a holistic strategy around new product design. Quantitative market research offers a means to confirm ideas and theories about consumer usage and attitudes (U&A) by delivering objective and definitive statistics or numerical data.
Monadic Concept Testing is an approach used in product concept testing to ensure equal representation of individual concepts and to mitigate potential order bias when conducting a survey to collect data. It involves presenting your survey respondents or research group with one single product concept at a time.