Market research
The pathway from consumer needs to final products

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	Author(s): Jun Zhang, Minghui Zhu, Qing Tan Collection: Asia Pacific 2010 Keywords: Observational Research, Concept Testing ESOMAR Excellence Award Nominee - Best Paper 2009/2010

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This paper presents a case study on a whole process of developing a residential property product, involving the initial exploration, analysis and reproduction of customer need, conception screening for new product as well as product testing and modification. The research faced a lot of challenges, for the real estate market in China has not reached its maturity stage yet, and people are just starting to move out of their shabby rooms shared by three generations and into new modern apartments. It remains difficult for them to specify their need exactly in words. Given that, a holistic methodology was designed in this research so as to dig out Chinese customers’ potential needs, quantify these needs, "translating" them into the languages that designers can understand and finally embody the needs in new product concepts. Through this case, people may also see into the development of China’s housing market together with the values, lifestyles and attitudes from a first-person point of view by the young generation, which stands for the most promising market in China.