This could be from the Research and Development team (if you have one), the manufacturing team, the supply chain team and many other sources.
Perhaps there is a new ingredient which improves the health of the consumer in your food product? Maybe there’s a packaging development which makes the packaging more sustainable or easier to transport? Maybe your product is fashion-led and needs to change colour or shape on a regular basis to keep up with fashion trends?
If you are a service led business, these changes could be technology or people driven.
Maybe a new app is available that makes it easier for consumers to track delivery of an order? Or a new booking system can help consumers make appointments in advance so they receive speedier service? Or perhaps your service delivery team could be trained in a new skill that you think could add extra value to your customers?
Whichever “new” product or service is under consideration, market research can help validate and test the impact of the change.
In general, most people like routine and predictability in their day to day purchases. When you change any element, there’s always a risk that consumers won’t understand or like it.
Testing out concepts and ideas with consumers before you change the whole marketing mix is a way of reducing risk and improving the likely success of any change.
That is why product and services research is another common use of market research in the marketing plan.