Marketing

Validating
inby Heather
the Myers Product-Market
RealandWorld Fit
Zasima Razack
December 22, 2022

SvetaZi/Getty Images

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... more

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.

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