Product Probe™ is the Masterson/SWOT Team’s consumer based projective process for inventing and evaluating new product ideas. It goes well beyond the traditional “rank and rate” process that merely forces respondents to choose a favorite from a predetermined list of ideas. Rather, it combines learning and analysis to develop a range of highly motivating product concepts that reflect both rational consumer needs and more emotional consumer desires. And since it is a ground-up process, it can easily accomodate the kind of in-going givens and restrictions that determine the real-world actionability of products.

There are two distinct phases to the Proroduct Probetm process. In the learning phase, one-on-one target interviews are used to take respondents through a process of invention, evaluation and optimization that generates a wide variety of new product options in fewer steps while also providing a robust understanding of the strengths (and weaknesses) of each new product candidate. In the analytical phase, Product Probetm evaluates and applies the learning to the development of testable product concepts.

The end result is a broader range of new product candidates, from the preditable to the unexpected, that are more highly qualified and better supported than those resulting from a more traditional new product identification process.

for more information contact:
Peggy Masterson, President, CEO
Alan Goltz, EVP, Chief Strategy Officer
Barbara Strautman, EVP, COO