Solution / Product & Proposition Development
Turn customer understanding into stronger products and propositions.
Developing and refining products, services and propositions around real customer needs, credible differentiation and evidence of demand.
Our approach
What it helps with.
We help consumer and B2B organisations develop, test and refine products, services and propositions around what customers actually need, from the first idea to improving an offer that already exists.
Opportunity exploration
Uncover and size real customer needs, frustrations and opportunities.
Concept development
Turn insight into compelling product or service concepts and proposition options.
Proposition validation
Test and refine appeal, relevance, clarity and differentiation.
Optimisation
Improve existing offers to strengthen adoption, value and commercial outcomes.
Our point of view
Great products and propositions don’t start with what you can build. They start with what customers need.
Free practical toolkit
The Proposition Stress Test
Your proposition sounds great. But will it survive the real world? A practical mini-toolkit for B2B marketing, product and commercial leaders, with five tests to challenge your product or service proposition before your customers do.
Evidence in action
See how our research shapes real decisions.
Read published case studies showing how teams used our research to understand their customers and decide what to do next.
Insight Activation
From research to decision-ready outputs.
We turn research into prioritised proposition recommendations, decision briefings and customer-ready messaging.
See Insight Activation →Prioritised proposition recommendations
Customer-ready messaging
Decision briefings
FAQs
Common questions about product and proposition development research.
We run product and proposition research for consumer and B2B organisations, shaping each project around the decision you need to make.
What is product and proposition development research?
It is research used to understand customer needs, shape potential offers and evaluate how clearly and credibly they deliver value. It can inform both new product development and refinement of existing services.
Can you test existing products or propositions, not just new ones?
Yes. Research can identify what customers value about an existing offer, where confusion or barriers occur, and which improvements warrant prioritising.
How is a proposition test different from a concept test?
Concept testing explores a proposed idea, often at an early stage. Proposition testing focuses on the value being offered, who it is for, the reasons to choose it and how clearly that value is communicated. Projects may combine both.
Which research methods can be used?
Depending on the decision and audience, work may involve qualitative depth interviews, workshops, quantitative surveys, concept exposure, customer journey research and structured proposition evaluation.
How long does a product or proposition research project take?
It depends on the scope, audience accessibility, markets, methodology and number of iterations. A realistic plan and timeframe should be agreed after discussing the specific challenge.