At Market Xcel, we bring the customer perspective to New Product Development. Our market research work has shaped the design and development of numerous products, particularly those that require a deep understanding of the minds of decision makers and end users. We support our clients from the initial needs exploration to the product conceptualization and implementation of new products.

Throughout the process, we bring the “voice of the consumer” into the picture – always ensuring that research findings support our client’s product development decisions.

In addition, through contextual studies, we help our clients understand target users' interaction with the product in their usage context, thus making sure that our clients' focus is user-centered.

 The new product development process can be broadly categorized into 4 stages. Market Xcel conducts research at every stage to ensure that product development decisions are backed by sound findings:

Identification	:	Identification and profiling of target segment as core design center, and exploration of their needs
Innovation	:	Generation of ideas to build product concept
Conceptualisation	:	Development of product
Implementation	:	Development of total product augmentation