Vision One Research is a leading UK market research agency providing high quality business and consumer research with offices in London and the North West (Liverpool). Our specialist services include focus groups, eye-tracking, hall tests, online and telephone surveys.

Whether your interest is in measuring or tracking your advertising or marketing performance, evaluating new products ideas or simply to measure customer satisfaction, then we can help!

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Predicting Change - A Lesson for Market Researchers 14 June 2014

When it comes to new product development (NPD) research and predicting the future, Dan Gilbert's recent TED talk highlights something we've known for some time at Vision One. The NPD process is littered with successes and failures, so it is important to understand why things can go wrong in the research and development process when it comes to predicting the future - such as sales predictions for ...

When it comes to new product development (NPD) research and predicting the future, Dan Gilbert's recent TED talk highlights something we've known for some time at Vision One. The NPD process is littered with successes and failures, so it is important to understand why things can go wrong in the research and development process when it comes to predicting the future - such as sales predictions for new product launches (often known as Simulated Test Markets - STMs). As Dan highlights in this amusing and informative video clip, we all have an inbuilt tendency to (almost always) underestimate our likelihood to change in the future. In a nutshell, we tend to indulge our current preferences because we overestimate their stability and importance to us and are even prepared to pay a price premium. Consequently, we have an inbuilt resistance to change and new ideas - even when we can see a need for change - ultimately this is why it can take us months or years to eventually adopt new products and services.The implication for anyone involved in developing new products and the NPD development research process is to remain astutely aware of people's resistance to change and ensure new ideas are not necessarily dismissed because consumers are not ready for change (especially when they can see the need for change) which can mean good ideas are never brought to the market. For more information on our New Product Development Research or company services please contact Duncan Swan or call us on 0207 692 0702
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