Before the situation of market to have an idea / concept of product on which we want to know his viability for his development and later «possible throwing to the market», the market researches to be realized are determined, in principle, to take two alternatives based on the grade of innovation / exclusivity of the concept or product.

• If similar product categories exist already, it is necessary to realize a study to the current consumer, describing from his characteristics (sex, age, purchasing power...) up to the rules with which it consumes the existing products (frequency, marquismo, buy place...).
• If it is completely novel, the first step is a concept test, to quarrel until point can be accepted by the consumer, what values it sees to him, what possible brakes to the consumption and with what product categories it would be "asociable" for the consumer. (In his case, it can advise to realize next a study on the current consumer of these categories "asociables").

Also in case of novel products there can be advisable a test of product or use directed to find out if it is necessary to modify typical of the product (flavor, durability, serviceability of handling), or if these characteristics can annul in practice what was a good idea on the role.

The test of concept and/or the study of current consumer must allow us to define, at least in
general lines, to what segments do we want to direct the product and in what channels might it have more success for the consumer.

Then it will be interesting to realize studies taking like informants to:

• Consuming these segments: potential market research that it will have to quantify what the awaited demand is, with what sensibility at the price we must be provided, in what channels they would be more ready to buy our product (and in which would not they buy it), etc.
• Representatives of the possible channels: I study to the channel, in which the possibility of commercialization is called into question and wonders for conditions, costs, possibilities, etc.

If these studies throw a few parameters of profitability considered sufficient, of that time one would proceed to design elements of communication (it marks, packaging...), which will have to be tested properly before the throwing, to make sure that they are according to the concept and to the expectations of the potential consumer.

GRAPH 3. SCHEME OF VIABILITY AND DEVELOPMENT OF A PRODUCT