Testing new product ideas among the relevant audiences is worth the commitment. However, for organizations that use an intermediary, it's important to determine among which audience the research should be conducted. Can you limit yourself to only the end user or only the intermediary? Or both?
From a research perspective, there are several ways to engage with potential customers to help guide the innovation process. We’ll address three broad research tactics that many companies use to accomplish their goals.
In my 25+ years of qualitative research with healthcare professionals, concept testing has proven to be the least favorite interview objective. Questions that encourage the retrieval of pleasant, relaxing, even humorous memories or thoughts, medical professionals would be more likely to tap into their creative sides
Whether your primary shoppers are using mostly System 1 or System 2 Thinking, you can diagnose the issues that are holding your product or brand back and course-correct them. Then, it will be a matter of tracking your progress over time to see how these modifications are working in the marketplace.
Marketing Research Article: The contrast between successful 'new products' companies, and those that don't succeed, provides some valuable lessons for any company that aspires to improve its new product efforts.
