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Product Development Confidently launch a successful product

Develop high-demand products for your market

You invest countless resources and money into new product development. But without a solid understanding of the market, new products often struggle. In fact, 40% of new products fail within the first year.

Protect your company from the risks of failed products. Companies with a data-backed product development strategy see 15 times the return on investment, on average — and they get those products to market six weeks faster.

Hanover’s product development solution helps you refine existing products, uncover the most promising new product ideas, and develop more effective go-to-market strategies. Using qualitative and quantitative research, we support you across the entire product development process, from initial concept to launch.

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Executives who believe an established product development process is crucial to new product success.

Build innovative and high-demand products


Identify which products and services are in demand.


Understand how your product offering aligns with customer need and how it outperforms competitive offerings in terms of function, service, quality, price, and more.


Reduce risk in your product launch with valuable insights to avoid obstacles.

How it works: Product Development

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Need Identification

Identifies challenges and pain points in target customers workflows to understand the problems that a new product should address. Hanover uses interviews and focus groups to identify the features of a promising product or service offering.

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Market opportunity analysis

Determines the size of the opportunity for the identified product or service offering, the competition and its offerings, and the potential for effective differentiation. Hanover utilizes a mix of secondary and primary methods to characterize the market size and growth and current competitors and their offerings.

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Concept testing

Characterizes the overall appeal, likelihood of purchase, and preferences on features and price for well-defined product or service concepts. Hanover uses primary methods (survey or qual depending on target market) to identify the most promising concepts to develop.

The Teaching Company

Hanover’s Research-Based Insight Drives New Product Development

“Hanover’s predictions and estimates were right in line with the actual price tradeoff and acquisition rates we experienced during product launch. Our leadership team regularly says that this is the most heavily and thoroughly researched NPD launch that they’ve ever been part of.”

—Kevin Manzel, Director of Innovation, The Teaching Company

Make decisions with confidence, not guesswork

Hanover Research provides high quality, custom research and analytics through a cost-effective model that helps clients in the corporate, education, and healthcare sectors make informed decisions, identify and seize opportunities, and heighten their effectiveness.


Ongoing research agenda adapts with your organization’s needs


200+ analysts with advanced research expertise


Annual, fixed-fee model delivers shared costs and benefits


Exclusive account and research teams ensure strategic partnership

Put the power of our Product Development solution to work for you

Become a client

Access the best custom research to help hit your organization’s goals. Request your custom consult below and a member of our team will be in touch.

Have questions? Please visit our contact page.

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