The aim of the product researches is to determine the situation in the market before the new product launch, to see the risks and open issues and to measure the reactions of the consumers to a product. Thus, companies will evaluate different customer perspectives on product use and lead their studies accordingly.
Product researches reveal detailed perception and opinions of the target audience on the product tested. Then this data is compared to the competitor products (brands) given. As a result of this study “product and brand usage”, “brand image” and customer expectations in this product category are defined.Product researches conducted are as follows;