Validating Product-Market Fit in the Real World

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.