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  The costs associated with introducing new products are substantial, steadily climbing from the point of ideation through eventual launch in the marketplace. In order to maximize the return on investment dollars, a company must identify potential winners and losers as early in the development process as possible. Intelligently designed concept testing research is the most effective way to inform this decision-making. At Burke, we believe the best design is one that focuses on our clients' specific products and services, instead of using a one-size-fits-all method that relies heavily on comparisons to a database. We execute such research by identifying the most relevant metrics, and then implementing them in a systematic approach. Consequently, the research results become more and more valuable over time by building a customized knowledge database. Consistently using such a standardized process also increases an organization's speed and agility, allowing clients to more quickly bring winning concepts to market.

 

      
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