Developing a product from start to finish, is no easy task. A successful creative process has to be conducted, detailed concept testing research taken out, product development started, business analysis, marketing research, and test marketing have to be undertaken before commercialisation can begin. In this article, we will look at a couple of these early stages and offer some tips on how to successfully execute that step in the product development cycle.
When it comes to brainstorming and other creative processes at the beginning of product development, it is key to avoid groupthink. This is a phenomenon that occurs when a group, at a subconscious level, minimise conflicting views and opinions to reach an inadequate consensus. This basically means that ideas are overlooked or dismissed if they are too far away from the status quo that has been created. Creative processes thrive on outliers, anomalies, something different, something unique, etc. It might be the case a lot of the time these sorts of ideas lead to nowhere. However, this type of process of thinking outside the box should never be discouraged, which is exactly what groupthink does. Therefore, before starting a creative process it might be worth looking up some methods to avoid groupthink.
If a creative process within new product development has successfully avoided groupthink and other factors, then a concept for a new product should have been produced. The next key step is concept testing. This process is only successful if the surveys created are of the highest quality, and the concept has been removed from other factors. When it comes to making the survey, it is important to go through checks through different forms of statistics to make predictions and estimations of possible results. Equally as important as making the survey, is choosing those who are going to take part in it. If your new product is aimed at the general public in a broad sense, it is important to make sure those being surveyed represent an accurate demographic of the country. If there are more specific target audiences you’re interested in, then it is categorical to make sure that they are a large portion of those surveyed.
In terms of ‘other factors’, it mostly means areas such as brand association and marketing. The whole point of a survey is to get neutral unbiased feedback on a potential new product. If someone knows a new product idea is linked to a certain brand they like a lot, it might distort the honestly of their feedback, even on a subconscious level.