We have discovered that customers use between 50 and 150 metrics (desired outcomes) to evaluate how well a product helps them get a job done. These metrics are the customers’ needs. In addition, they use numerous other metrics to evaluate the execution of the related consumption chain jobs, which include acquiring, setting up, learning to use, interfacing with, maintaining, repairing, and replacing the product. Traditional concept testing methods do not provide a qualitative means for capturing these metrics or a quantitative means for ascertaining their relative importance. Our approach does both. Without these insights, accurate concept testing results cannot be achieved.
Well before concept testing, we use these same metrics to determine which customer needs are unmet and construct the solution that best addresses them. As a result, this becomes a much simpler task because it requires only that we validate with customers that the proposed solution addresses the unmet needs (customer metrics) as well as we had envisioned. This is a test we are almost certain to pass because our concept has already been designed to be the product or service the customers want. Learn more about our growth strategy consulting services.