Globally more than six-in-10 respondents (63%) say they like it when manufacturers introduce new products.Nielsen
Given today's fast-moving markets and demanding consumers, the pressure to introduce new innovative products, stay relevant and keep your business moving forward has never been more critical. Yet, this is impossible to do if you don't know what potential customers might want and need. And the only way to achieve that is through a mechanism that allows you to collect feedback from potential customers during the early product development stages. That's where the product testing survey is so effective.
It is also useful in terms of segmenting your target audience, as the responses it provides can allow you to identify different groups that each share common attributes that they desire from your product. This can enable you to tailor your marketing strategy to different groups accordingly and improve your overall chances of success.
Time is money, so having spent considerable time developing your product before releasing it to the market, you will need to get it right first time. With a product survey you will have the tools to do this, as it enables you to gain valuable insights throughout the entire lifecycle of your product from its initial concept ideas right through to customer satisfaction.
Only 50 percent of product launches meet business targets.McKinsey
While making your survey questions short and easy to complete will help to maximise your engagement and response rates, it's also important to think about the accuracy of your results, as this will be paramount to ultimately developing a product that consumers want. To get the most accurate results, product surveys should be written from as neutral a point of view as possible. It's generally recommended to avoid using a lot of overt branding, or first-person language such as "we" and "our" when discussing the product. By simply talking about "the" product, this will encourage respondents to answer as honestly as possible, even if that feedback is negative.
More than 25 percent of total revenue and profits across industries comes from the launch of new products.McKinsey
When you are trying to identify the right features for your product, it's critical to address this during the testing stage when minimal resources have been committed to any particular product configuration. Based on customer needs research, your survey questions can help reveal what features your potential audience finds interesting, useful and values the most. This can also help highlight gaps in the market that your product can fill.
Identifying a logo that both effectively communicates your brand and is clear and easy for your customers to understand can be a challenge, but this process can be made a lot simpler with a product testing survey. Whether you want to see how they respond to your new logo, or if they pick up on any attributes you are trying to communicate such as innovation, trust, quality or anything else, surveys are a great way to test different design concepts or ideas with your customers and identify a logo that will best resonate with them.
Re-designing your website or launching a brand new one is a major investment. So, you will want to ensure it's as engaging as you can make it, and everything performs well when it goes live. Using a survey to share your design concepts with future users is an effective way of gathering their thoughts and making any necessary tweaks to your website, so it best fits their needs.
Similarly, to your logo, the name of your company or product can have a major impact on your customers, in terms of the feelings it evokes in them and how they perceive it. So, testing a few ideas with them can help you to develop a company or product name that is most likely to attract them.
Packaging can also make a big difference to how a consumer perceives your product and whether they want to look at it further and go on to buy it. If it's not visually appealing and perceived to be of lower quality, you will risk it being overlooked by your customers who will move on to another product. By asking your customers the right questions at the testing stage, you will be much better placed to develop packaging that grabs their attention.
Your messaging is critical, in terms of how well it communicates the value of your product or service offering. Does it engage and entice your audience, or confuse and discourage them? By testing a series of messaging concepts with them, you will be more able to develop messaging that engages and attracts.
Getting your pricing right is also important. If it's too low people are likely to question its quality, while setting it too high risks consumers not even considering buying it. With the right survey questions, you will be able to get an insight into the buying habits of your target audience, how much they may be prepared to pay for your product and any competitor products they may be using currently. This will enable you to position your product at a price point that is most likely to generate the sales that you need.
Having written your survey and depending on your product and the aspects of it that you are looking to test, you will need to ensure that everything is set up correctly with your target audience before you send it.
From your sample size to the demographics of the group you are looking to survey, it is essential that it supports what you are looking to investigate. If anything is incorrect, it can be damaging to the reliability of your results and what you are able to achieve from your insights going forward.
While for some scenarios you may already have enough of the right contacts in your customer database to carry out an effective survey, in other instances, especially if you are moving into a new market or are just starting out, finding enough people to take your survey can be more challenging.
Having identified your audience, devised your questions, calculated and obtained the right sample size and then sent out your product testing survey, you will be in a much better placed to meet the objectives you set out to achieve from new product development.
From an increased market share and brand recognition to a reduced time to market and a better return on investment, the benefits of a new product launch can be huge and far reaching when you better understand what your customers want and need. So, it's essential to do everything you can to maximise its success before you proceed. And while there will always be an element of risk, this will be significantly reduced and your chances of accomplishing what you set out achieve substantially increased if you carry out a product testing survey.
More than half (57%) say they purchased a new product during their last shopping trip. Nielsen
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