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  • Consumer and markets

Market Research for Innovation

Product design with greater guarantees of success

Analysis of consumer behaviour to guide the development of new products.

Products are not always developed according to the real needs of consumers. In many cases, the product is developed and its market acceptance is assessed afterwards. If it does not meet consumer expectations or address a specific need, it ends up becoming a loss for the company. Prior consumer research helps reduce failures in new product launches, increasing the probability of success.

Market research, applying different quantitative, qualitative and creative methodologies, both digital and face-to-face, makes it possible to identify, create and develop solutions that respond to consumer needs and desires, either satisfying or creating demand that will meet their expectations.

At AINIA, we add value

  • More than 30 years of experience in the agri-food sector
  • Product design with the end customer, increasing the chances of success in the market
  • Identification of growth and development opportunities through in-depth knowledge of consumer behaviour regarding a category, its uses and attitudes
  • As an Innovation Centre, technical support in R&D in consumer research processes, studying their technical feasibility and economic viability
  • Identification and assessment of innovative solutions that respond to needs and meet the expectations of the target audience
  • Study context: carried out in the consumer’s real environment, without modifying their attitudes and in a flexible way, using non-invasive techniques
Contact us for more information

Market Research for Innovation

  • Applications
  • Design in product development
  • Improved positioning
  • Knowledge of customer satisfaction
  • Identification of consumer segments
  • Analysis of the context of a product category
  • Impact and benefits
  • Higher probability of success in new launches and minimisation of investment risk by incorporating the consumer from the start of the process
  • Support in establishing a strategic direction in product innovation
  • Knowledge of customer satisfaction
  • Identification of consumer segments
  • Decision-making based on a statistically significant view of consumer behaviour patterns

The workshop seemed to me to be a very dynamic and fluid way of reconnecting with the project/problem we had already started working on, creating a new and broad perspective that took the consumer 100% into account. In this way, we were able to improve certain characteristics and generate much more empathy in all areas related to it.

R&D and Quality Department at Investigación y Desarrollo Panadero, S.L. (INDESPAN), Irene Lara Martínez

It was a very interesting, dynamic and fruitful activity. We had an idea for our product with very good prospects and ended up realising that we needed to make a couple of adjustments to the project in order to reach a larger market share. It helped us improve and bring out the best in our new launch. I would definitely repeat the experience. I thank AINIA for this type of seminar and for giving us the opportunity to progress and expand our possibilities.

María Bernabé Bayarri · Production, Quality and Purchasing Department at Investigación y Desarrollo Panadero, S.L. (INDESPAN)

I imagine the extrapolation of the Design Thinking methodology applied to a larger group of consumers that is more representative of society, and the possibilities of broadening the vision for joint innovation seem almost endless to me…

Head of the R&D Department at Fartons Polo, César Gómez Pérez

As in any new product development, it is important to identify from the outset whether there is interest from the end consumer. In innovation projects this is even more important, as there is greater uncertainty about how the market will respond. The Design Thinking methodology makes it possible to identify potential shortcomings or adaptations of innovation concepts, in order to focus attention and energy on solutions that provide value to the end consumer. In addition, this methodology is a fantastic guide for involving end customers in the co-development of innovative products, enabling the creation of compelling storytelling when selling the product.

Mónica Buendia · SPB

The objective of any innovation is to meet the needs of a large number of potential customers in order to become mainstream. The Design Thinking methodology offers a very well-structured and simple framework for identifying and defining, through interaction with a diverse consumer base, the key product attributes that would motivate purchase intent. By listening to the voice of future users, important insights are obtained on the most valued aspects, and the initial idea is shaped, providing greater guarantees of success for the development.

Eva Giner · SPB

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Cristina Jodar
Market Research
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