I. Understanding the Market & Customer Needs:
* Market Research:
* Market Sizing & Segmentation: Determine the size of the potential market for new product categories (e.g., sustainable luggage, smart luggage, specific travel styles – backpacking, business travel, family vacations). Identify key demographic, psychographic, and behavioral segments.
* Competitive Analysis: Analyze competitors' offerings, strengths, weaknesses, pricing strategies, and market share. Identify gaps and opportunities. This should include both direct (other luggage brands) and indirect (alternatives to checked luggage like carry-on-only solutions) competitors.
* Trend Analysis: Identify emerging trends in travel, materials science, technology, and consumer preferences (e.g., sustainability, personalization, technology integration).
* Distribution Channel Analysis: Research the most effective channels to reach target customers (online retailers, brick-and-mortar stores, specialty stores).
* Customer Research:
* Qualitative Research: Conduct focus groups, in-depth interviews, and ethnographic studies to understand customer needs, pain points, and desires regarding luggage. Explore motivations, emotional connections, and usage scenarios.
* Quantitative Research: Utilize surveys, online polls, and data analytics to gather large-scale data on customer preferences, purchase behavior, and brand perception. Analyze existing customer data (purchase history, website interactions) for insights.
* Concept Testing: Present new product concepts (sketches, prototypes, descriptions) to target customers to gauge interest, identify potential issues, and refine designs.
* Usability Testing: Test prototypes with users to identify ergonomic issues and usability problems.
II. Product Development Research:
* Material Science Research: Explore new and innovative materials that offer improved durability, weight, sustainability, and features (e.g., lightweight yet strong composites, recycled materials).
* Technology Integration Research: Investigate the feasibility and desirability of incorporating technology into luggage (e.g., smart locks, GPS tracking, USB charging).
* Manufacturing & Supply Chain Research: Explore efficient and ethical manufacturing processes and supply chains to ensure cost-effectiveness and sustainability.
III. Post-Launch Research:
* Launch Tracking: Monitor sales data, customer reviews, and social media sentiment to assess the success of the new product launch.
* Post-Launch Feedback: Gather feedback from early adopters through surveys, reviews, and social listening to identify areas for improvement.
Methodology: A mix of primary (collected directly by Samsonite) and secondary research (analyzing existing data) is crucial. The use of big data analytics can help identify patterns and predict future trends.
By combining these research methods, Samsonite can develop a deep understanding of its target market, identify opportunities for innovation, and minimize the risk of launching unsuccessful products. The key is iterative research; using learnings from early stages to inform and refine later stages of development and launch.