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  1. Introduction
  2. The key stages of market research and new product development
  3. Identifying consumer views and product needs – where to start?
  4. Turning consumer insights into product concepts
  5. Testing the product, brand positioning and advertising
  6. Conclusion » Next steps
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How market research supports the new product development process

Conclusion

New product development should start with an insight based on consumer needs.

Throughout the NPD process, market research is a valuable tool for Beiersdorf to check viability and minimise the risk of the product launches.

Being an international company, it is essential that Beiersdorf develops new products using the insights of consumers across markets and cultures. This ensures the products are relevant to a large number of global consumers and will deliver the maximum return when launched.

This maximises return on investment for the company and results in happy, satisfied and loyal consumers.

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