Since the invention of surveys in the 1930s, companies have used market research to size up consumer needs. Focus groups generate inputs about behavior and attitudes. Tools like conjoint analysis explore trade-offs consumers make when considering a product purchase. Large panels estimate the market opportunity for a particular product.
Validating Product-Market Fit in the Real World
Online ad platforms make it easy to obtain data-backed insights.
December 22, 2022
Summary.
To test new products, most companies rely on creating “minimum viable products” and testing customer feedback, or conducting focus groups or marketing surveys. There’s another method companies should try: “heat-testing,” or testing consumer reaction to online advertisements. Heat-testing is revolutionary because it takes place in the real world. Unlike focus groups or surveys, which rely on what consumers say, people who click or like an ad are demonstrating actual behavior and interest, which can be a more powerful form of feedback.
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New!
HBR Learning
Marketing Essentials Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Marketing Essentials. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to communicate with your customers—strategically.