Using Prototypes To Discover New Customer Values
Prototyping provides an opportunity for interaction with and learning
from potential customers.
New Product Development: 10 Best Practices
Apart from evaluating the key benefits of your new
product, you get an access to the user's experience with any other aspects
of the innovation that they see as valuable, which you and your project team
may not have expected or imagined.
Experiment, do it for real, test market your idea with some key
customers or in a chosen region on a small scale. Carefully analyze customer
feedback, then adapt and improve the idea.
Procter & Gamble
P&G has stepped up its experimentation because it has discovered an
ideal laboratory for doing so:
Using test markets –
auditioning a product in selected locations in order to find out what sells
and what doesn't – is important when you develop new products.
Before rolling out a new product nationally, the company typically spends
several months and millions of dollars to conduct field tests in a handful
of midsize cities. But the Internet has fostered new, more efficient ways to
sound out customer attitudes toward product innovation. As A.G. Lafley told
shareholders, "By doing a test online, we can do it for a tenth of the cost
in a quarter of the time."
Invented in 2001,
inspirational Business e-Coach,
won customers in over 130 countries and
licensed trainers all over the World. Though I understand the target
market well enough, I keep launching every new mini-course as a prototype to test
I start with developing and releasing a free micro-course to analyze the
I experiment with everything: content, style,
creative marketing approaches. Having discovered the optimum combination
of ingredients of success, I create and launch a full-scale show.
Have a Fallback Plan
“Always have a fallback plan,” advises
Paul Sloane. “If it does not work cut
your losses. Learn the lessons and move on. Don't flog the idea to death
trying to force it to work. Try something new.”