Do you have a brilliant new product idea? If so, get an early read on your product’s market value. It’s a crucial component to a successful launch. The earlier in your development process that you determine the value of your idea and the emotional connection it will have with your audience, the better. That way, you’ll be able to make adjustments to your message, your target market, or your product.
You can evaluate the viability of your product in many ways. For example, paid surveys, market research mobile apps, consignment testing, and freelance market researchers are all cost-effective ways to test market your product.
But real-world feedback will give you the biggest bang for your proverbial buck. It’s vital for you to get objective opinions about your idea. Chances are you’ve been exposed to your concept for so long that you’ve lost the ability to be unbiased.
Take a look at the creative ways these entrepreneurs went about testing their products.
1. Talk to customers
The Ergo Spout is an ergonomically designed handle and pouring spout that instantly transforms any mason jar into a pouring pitcher. CEO and co-Founder Kate Hansen and her husband, Bryce, created a prototype with the help of an engineer and a 3D printer, then used that sample to test their product.
The prototype gave potential customers an idea of how the spout would look and feel. It took several versions to get it to feel right. But once they had something that was pretty close, it was time to get it in front of people. They wanted to get real-world feedback on the product and to gauge interest.
To find people, the Hansens went to a local farmers’ market where the fee for a booth was nominal. They brought a few spouts in various colors and a clipboard for taking notes.
By showing off their early models and chatting with patrons, they discovered what changes to make to the design. They also found out that interest was high enough to justify further investment in the development of Ergo Spout. They left that first farmers’ market with a list of 60 emails from people who wanted the product once it was finalized.
With a great design in place, the Hansens were able to launch a Kickstarter campaign that raised $10,000 in 14 hours. Overall their campaign brought in $40,000 and led to a successful product launch.
2. Test ugly
Growth Engine is a twenty-year-old innovation agency that consults on new product creation, testing, and launching. Co-founder Bryan Mattimore has written three books on the subject, including 21 Days to a Big Idea (Diversion Books).
One of the creative ways the company tests new products is to use rough or “ugly” prototypes, says Mattimore. Why? It generates interesting conversations with potential customers.
Mattimore emphasizes the key is to make sure you use an unfinished prototype. If the prototype is too well-developed, you won’t get the feedback you need to refine your idea further. “Customers are reluctant to criticize or suggest ways to improve a new product concept if it looks too finished,” he explains. “But they have no trouble telling you what they feel if it seems rough or rudimentary.”