The arrival of Covid-19 has brought with it dramatic changes in food and drink purchase patterns. Shelf-stable food like pasta, rice and canned goods flew off the shelves. Immune system boosting ingredients were top of the shopping list. But which behaviors will stick and what are the longer term food industry trends to watch?
We spoke to consumers in 10 countries, as well as our own internal food and beverage experts to understand the global picture and the local nuances and trends in each market. We wanted to understand how people are eating and drinking in this new normal, and what implications this has for the future.
We’ve summarized the key global and local trends in this blog post but for the full findings, download the report: Understanding the Impact of Covid-19: Food Industry Trends for 2020 and Beyond.
Global food industry trends for 2020 and beyond
The pandemic has improved eating and drinking habits across the world
Over half (53%) of the consumers we spoke to told us that since the onset of the pandemic, what they eat and drink has changed for the better. Some countries like India and Vietnam have seen a big swing towards healthier diets, whereas others like the US, UK and Japan have been more consistent. Overall, very few people (just 6%) believe their diet has changed for the worse.
People are cooking more at home and they’re eating more fresh fruit and vegetables
With more time at home, and health high on the agenda, it’s unsurprising that half of consumers globally (51%) are now cooking more for themselves and their families. This trend is more prevalent in some Asian markets, such as India, China, Thailand and Vietnam, than it is in the US, UK or Japan. But even in this market, consumers have found an innovative workaround to sourcing home-cooked meals. Over the past few months, professional chef / dietician delivery services like Sharedine have boomed in Japan. This is where a personal chef will come to a customer’s house and cook a number of dishes from scratch that can be reheated over the coming days. The service even includes grocery delivery!
At a global level, people are also more conscious of what they eat, with a real focus on fresh produce. Half of consumers globally (51%) tell us they are eating more fresh fruit and vegetables. This is more significant than any other dietary changes, such as eating more grains and nuts (adopted by 29%) or eating more meat-free products or dairy and cheese (practiced by just 16% and 13% respectively).
Health-conscious consumers are looking to boost their immune systems and brands are responding
Even now long after the onset of the pandemic, immune-boosting solutions are still at the top of consumers’ shopping lists. Consumers in markets like India are looking to natural ingredients. But others, like those in Thailand and China are making use of a new range of RTD products that have sprung up to meet this need. The “water plus” category has boomed in Thailand, with brands such as Yanhee Vitamin Water, B’lue, VITADAY Vitamin Water and PH Plus 8.5 Alkaline Water coming to the fore. In China, product launches have included milk with immune globulin, Vitamin C fruit tea and Chinese jujube drinks.
Free report
Understanding the impact of Covid-19: Food industry trends for 2020 and beyond
The arrival of Covid-19 brought with it dramatic changes in food and drink purchase patterns. Shelf-stable food like pasta, rice and canned goods flew off the shelves. Immune system boosting ingredients were top of the shopping list. But which behaviours will stick and what are the longer term trends to watch in food and drink?
Download nowWorries about the origin of food are one of the key food industry trends for 2020 and beyond
When asked which of the behaviors they’d adopted in the pandemic that they’d continue in future, being conscious of where the produce I consume originates from for safety / health reasons came out top. We see this reflected in consumer behavior. Some people in countries like Vietnam and Indonesia have moved away from visiting wet markets, opting instead for mini supermarkets or online solutions. In some markets, there are also significant groups of consumers that are opting to eat more meat-free products, perceived to be less prone to infection. This amounts to 32% of consumers in Vietnam, 28% in India and 23% in China. With these concerns top of mind for many consumers, it’s the brands that prioritize hygiene and safety that will come out on top. We’re already seeing some great examples of this happening, with the help of technology. One example is Haidilao. This hotpot restaurant in Beijing has installed smart robotic arms to prepare and deliver raw meat and fresh vegetables. It’s also introduced technology to track and dispose of food that has passed its expiry date.
Supporting local is a key consideration for many consumers
Across the world people are doing their bit to keep local food and beverage brands afloat. This looks set to continue in future. When asked which of the behaviors they’d adopted in the pandemic that they’d continue, supporting local produce and food and beverage brands came out second highest.
In Japan, this trend has manifested itself in the 応援消費 (Consume To Support) movement. This initiative that went viral, ranking first amongst the top 10 consumer trends in the first half of 2020 according to Rakuten, an online retail giant and Nikkei, a flagship financial newspaper. The term was first created and gained popularity in 2011 when a 3.11 earthquake shook the eastern part of Japan and people showed their support through making purchases from the damaged areas. In the pandemic, we saw a resurgence of this. Consumers purchased from the food and beverage brands hardest hit – farms, manufacturers and restaurants with excess stock – thanks to innovative apps like Pocket Marche and TABETE.
We’ve seen similar movements in other markets. In Indonesia #belidariteman (buy from a friend) was promoted by the Association of Indonesian Young Entrepreneurs (HIPMI) encouraging people to support local. In the Philippines, the traditional value of “Bayanihan” which translates as “spirit of communal unity” has seen Filipinos shopping from local food and beverage brands in these difficult times.
With local being an important purchase consideration for consumers both now and in the future, brands will do well to emphasize their heritage and role in the community going forwards.
Consumers are looking to food and drink as escapism to create occasions at home
As people spend more time at home, there’s a real opportunity for brands to help consumers create special occasions with their loved ones through the power of food and drink. This could be through providing inspiration for at-home events and special recipes for consumers to cook themselves. It could also be achieved by creating products, services and experiences that can be delivered at home. There are some great examples of this emerging around the world. In Singapore, bar and restaurant, Tippling Club, is offering virtual cook-along sessions with its in-house chef. In Hong Kong, Café Earl Grey is delivering restaurant signatures with simple instructions to cook and assemble at home. These dishes are accompanied by an extensive selection of curated wines and bottled cocktails. And in the Philippines, restaurants are delivering uncooked ingredients so that people can cook their favorite dishes at home.
Stay ahead
Get regular insights
Keep up to date with the latest insights from our research as well as all our company news in our free monthly newsletter.
Online shopping is on the rise but this is playing out differently in different markets
Food and beverage brands have had to innovate to survive in the wake of local restrictions. Online has played a critical role in this transformation. Consumers across markets have experienced the benefits of online shopping first hand, accelerating its growth. But this has played out differently in different markets. In Vietnam, ghost kitchens have been set up to meet the growing demand for meal delivery. In Indonesia, a jastip service allows consumers to make and receive orders from local wet markets via WhatsApp. And in the UK, where online grocery is more well established, growing numbers of older customers are moving their grocery shopping online. In 2019, just 8% of over 55s in the UK had bought food and essentials online. This figure has now soared to 25% according to the How Britain Shops Online report.
Country specific food industry trends
Food industry trends in the UK
One of the key global trends we see in the UK is the shift towards supporting local. Office workers in the UK have been encouraged to work from home for the majority of 2020, meaning that food and drink spend has been concentrated closer to home – and we expect to see this continue as working patterns shift as a result of the pandemic. According to Mastercard data, it’s been people shopping and eating out locally, rather than spending money in Central London, that has driven the economic recovery in London. Other key trends in this market include the growing number of silver surfers that are embracing to online grocery shopping as mentioned above and rise of at-home food and drink occasions. As in other markets, brands are anticipating consumers will spend more time at home, and catering to this with services such as online cooking classes and delivery collaborations.
Food industry trends in the US
We expect to see consumers continuing to eat and drink more at home in the US too, as many office workers continue to remotely, and city dwellers flee to the suburbs. Whilst consumers are enjoying cooking at home and planning to do more of it in future, they’re are also ordering more takeout, and looking to meal kit companies for ease and convenience. Attitudes towards health in the US depart from the global trend. Whilst 53% of consumers globally tell us that what they eat or drink has changed for the better, in America only 25% think this is the case. In the US, consumers are viewing health more holistically. Whilst some are looking to food and drink to support physical health, others are using food as a tool to support their mental health, with two thirds of Americans eating more comfort food than before.
Food industry trends in Singapore
Global trends such as the rise of online shopping and a growing focus on health and wellness are reflected in Singapore. In fact, an AIA survey conducted prior to Phase Two of safe reopening found that Singaporeans are allocating the highest portion of their expenses on healthier meal choices. One trend that is more specific to Singapore is the growing importance of sustainability. When it comes to sustainability efforts, Singapore falls behind many other nations in terms of recycling, plastic-use reduction, and food wastage reduction, and this has come into sharper focus as a result of the pandemic, alongside more recent government efforts to achieve a Zero Waste Singapore. In response, we’re starting to see the rise of more sustainable packaging, “ugly” produce and bulk food stores.
Food industry trends in Vietnam
Vietnam has seen big changes in the channels people use for shopping. Online meal delivery has boomed as restaurants have pivoted, and ever more Vietnamese consumers are turning to the mini supermarket, as worries about food safety and origin come to the fore. In line with this, organic food is also growing in popularity, although high prices mean that at present this trend is confined to the middle class.
Food industry trends in China
In China and Hong Kong, global trends around health and eating at home are particularly important, with 86% of Chinese respondents acknowledging their desire to eat at home even after the pandemic ends according to Nielsen. Concerns about food safety are also front of mind, and in response we’re seeing a growing trend towards automation and contactless processes in manufacturing and distribution.
Food industry trends in Thailand
As in Vietnam, meal delivery in Thailand has boomed, accelerating the adoption of online and mobile banking and contactless payment methods. The global trend towards an increasing emphasis on health is evident in Thailand, too with 71% cooking more for themselves and their families and 62% consuming more fresh fruit and vegetables. Many Thai consumers are also looking towards beverages as a way of looking after their health. Drinks containing Vitamin C have seen 47% growth compared
to last year.
Food industry trends in India
Like their counterparts in Thailand, Indian consumers are looking for immune boosting products, but many of the specific trends we see playing out in this market are driven by food safety concerns. As mentioned previously, a significant number of Indian consumers are eating more meat-free food due to worries about infection, and they’re also buying more packaged food. Against this backdrop, street food vendors have had to pivot, elevating their offering, leading to the emergence of gourmet street food.
Food industry trends in Japan
As mentioned above Japanese consumers have been quick to support local brands through the 応援消費 (Consume To Support) movement. This is a trend that we believe will persist in Japan, albeit not as prominently as it does on a global scale. Our research shows that 1 in 4 consumers in the country say they will be more conscious of supporting local produce and food and beverage brands in future, compared to 4 in 10 globally. One emerging trend that is quite specific to Japan is the move towards stocking up on food. In most countries this behavior peaked at the height of the pandemic and has since subsided but in Japan 41% of consumers plan to ‘stock up’ on essentials rather than buying day-to-day in future and 35% are intending to buy more frozen or tinned produce. This can be explained by looking at the specific experience of the Japanese people. In response to natural disasters like earthquakes, typhoons, flooding and landslides, Japanese consumers are used to having to stock up.
Food industry trends in the Philippines
We see this trend towards bulk buying emerging in the Philippines too, where 48% of consumers say they plan to ‘stock up’ on essentials instead of buying day-to-day. Global trends around eating more healthily are also important in the Philippines, which is significant given that the traditional Filipino diet is higher in total fat, saturated fat, and cholesterol than most Asian diets.
Food industry trends in Indonesia
Trends in Indonesia closely mirror those seen globally. There’s been an uptick in online grocery shopping, with a large proportion of Indonesian grocery shoppers (59%) having used e-commerce sites for this purpose according to a Snapcart survey carried out in May. People have also started to adopt online shopping in new categories, such as OTC, multivitamins / supplements, herbal products, and even RX drugs. Cooking more at home, and supporting local food and drink businesses are also key trends in this market.
To learn more about the food industry trends in each market, download the full report – it’s packed full of facts, stats and examples from each country. Alternatively, if you need further support in understanding changing consumer behavior in your market, please get in touch with us. We have a wealth of experience in food and beverage, having worked with the likes of Mars, Unilever and Arla, and would be happy to share our expertise.
The polls have failed again. The result of the 2020 US Presidential election has not even been confirmed, and there are various news sources claiming that the polling companies have got it all wrong, again. Polls predicted that Biden would win various states comfortably. They either picked the wrong winner, or the race was far, far closer than the polls suggested. It was not supposed to be like this. After the 2016 disasters of Brexit and Trump winning defied the predictions from polling companies – there was supposed to be change – more accuracy in how data is collected and norms calculated.
Political polling is perhaps one of the more visible uses of market research for the average consumer. Polling is a subset of market research and there is a danger that market research as an industry receives negative association from yet another public failing. The Atlantic has published an interesting piece on the ‘disaster’ of the polls and highlights 2 potential arguments to the polls results – that is also the argument for market research as a whole:
“First, many pollsters insist that their polls are snapshots, not predictors. If their snapshots are so far off, though, where were they aiming the lens? Why bother?”
“Second, the analysts will protest that they’re only as good as the polls, but who cares? Whatever the instructions on the bottle, the public uses opinion polls to try to understand what happens. If the polls and their analysts don’t offer the service that customers are seeking, they’re doomed.”
This is similar to the argument that I have heard a few times from senior stakeholders in large companies. “Steve Jobs didn’t use research, why do we need a research company”?
Market research is critical in the uncertain world we live in now. And the mistake that people are making when commenting on the accuracy of the polls, is the same mistake that people make in business. The expectation that there is one data point or one piece of research that will predict the future.
Looking back at the polls, whether a particular result has 51% Biden, or 49%, is not as important as understanding that there is a clear divide. Digging down to uncover the reason for the divide and looking for ideas as to how to change perceptions is what should be most meaningful for anyone looking to illicit change.
Stay ahead
Get regular insights
Keep up to date with the latest insights from our research as well as all our company news in our free monthly newsletter.
Whilst commenting on the Brexit result (and the failure of the polls) in 2016, I commented that research should be used for Inspiration, Measurement or Predictions – but not by asking for a single score! Instead, market research should be looked at the same way that you have a golf coach, or a piano tutor. You are looking to improve your skills over a period of time, by having someone provide you with the ideas and confidence to get better. Market research, at its best, draws upon multiple sources. Some primary, some secondary, some direct, some passive. What you need is the understanding of what is going on – not just a snapshot.
In the corporate world, marketing has traditionally been the function that ‘owns’ the researchers. How well CMOs can ensure their products and services are relevant to their customer justifies the work they are doing. The future of market research needs to look more holistically. Marketers should look to understand trends that are happening. This could mean getting insights from other industries or other markets. Market research is an ever changing, but every relevant industry. Right now, marketers and decision makers can look at mobile applications, AI analyzed digital diaries, big data and text analytics to get an insight into consumer needs and habits. Understanding consumers has never had as many possibilities as it does today. The skill of the researcher, and the goal of any research agency is to bring together the best people, with the best tools, to advance an idea or to provide confidence.
Understanding the underlying situation is critical for decision makers to be able to create a program of change. Whoever wins the US election, the hope is that they understand the patterns and the needs of the nation to create change. For the market research industry – the focus must be on showcasing the story of change – and encouraging all to follow.
Trusted by
Since the onset of the pandemic we’ve been working with Bloomberg to understand the priorities, actions and attitudes of business decision makers across APAC. Take a look at the infographic for the key insights from our latest wave including:
- 69% of companies foresee adopting a hybrid model post-pandemic with a mix of in-office and work-from-home
- Yet of the surveyed companies only 4% will no longer keep a physical office
- The pandemic has placed greater attention on sustainability with 67% believing that COVID-19 has increased the importance of green / environment protection
Marketing textbooks are filled with examples of products or services that flopped when they hit the market.
Take Juicero, for instance. Investors pumped a staggering $120 million into a Wi-Fi-connected juice maker that nobody indicated they wanted or needed. Unsurprisingly, it was scrapped within two years.
Or consider ESPN’s mobile phone service, priced at $400 and lacking handset choice for the target audience. The service was swiftly shut down, and ESPN opted to provide content to Verizon instead.
And who could forget New Coke? Launched in 1985, it remains a major marketing misstep. After only a few weeks, Coca-Cola abandoned the product and reverted to its old formula.
Even some of the world’s most innovative companies have failed to foresee the impact of new launches on their target market. Google, for example, arguably launched its wearable Google Glass concept too soon. Its high price did not help, and it failed to connect with consumers.
Fortunately, there is a way to avoid such failures. By conducting product concept testing before a product launch, businesses can develop their ideas in a safe and controlled space with the target audience.
What is Concept Testing?
Concept testing involves presenting potential product concepts or ideas to a target audience and collecting feedback to assess market potential. The concept can be a new set of product ideas, a redesign, or a rebrand.
Testing methods can be online, such as quantitative surveys or online communities focused on qualitative insights, or face-to-face, such as focus groups or in-depth interviews.
The Role of UX Designers
UX designers play a crucial role in concept testing by employing user-centered design principles. They create interactive prototypes that simulate the user experience, allowing participants to engage with and provide feedback on proposed concepts. UX designers ensure that concepts are intuitive, usable, and aligned with the target audience’s needs. They facilitate user testing sessions, observe interactions, and gather valuable insights to refine the concepts.
The Importance of Concept Testing
Here are the five key reasons why concept testing is so important:
1. Concept Testing Helps Filter Ideas
Concept testing helps you move beyond blue-sky thinking and determine which ideas will be a hit. It provides data that can bring the whole team on board by providing consensus on which projects to develop and which to shelve.
Great concept testing unites teams behind ideas with real potential, eliminating the need for office politics or frustrating ‘design by committee.’ With concept testing, you hear directly from consumers about what will work and what won’t.
Using a range of qualitative and quantitative techniques, you can understand the consumer view of different concepts and explore whether the types of products or services you want to develop will resonate. Employing a range of testing tools enables you to identify the product concepts with the highest appeal and understand how these can be refined. This allows you to move to the next stage of development with confidence.
It’s no overstatement to say that a well-designed, concept-testing survey or a skillfully moderated online community can pave the way to success. But any survey template or discussion guide needs to be designed to ensure that the overall package, as well as individual features or attributes, are each assessed and fed back on.
This is something that needs to happen in the early stages of decision-making, too. It cannot be left too late as concept testing aims to help you iterate your ideas and tweak them ahead of launch so that they are primed for success.
2. Concept Testing Prevents Bad Decision-Making
Testing concepts in detail before launch may seem like it delays your go-to-market strategy, but it saves significant time and financial losses in the long run. Failed products or services are costly, but concept testing helps you avoid bad ideas and uncover those with untapped potential.
Concept testing helps you find the strongest option to take forward or improve underperforming concepts, ensuring your plans have a solid chance of success. In this way, concept testing can help you avoid an embarrassing failure and take your product development processes from good to great, thanks to that all-important feedback from those who matter – your customers.
3. Concept Testing Identifies Key Elements
Even if you gauge that your product ideas will fly, there are additional considerations, such as positioning, packaging, branding, and pricing. Concept testing optimizes your innovation, reducing the risk of project failure and limiting excessive costs.
Concept testing is crucial for product developers to determine the innovation’s chance of success. It can shed light on blind spots, inefficiencies, misinterpretations, or problems that can lead to failure. Using concept testing methods like surveys as well as qualitative research via a focus group, in-depth interview, or online community can all help to tease out your target audience’s wants or needs.
4. Concept Testing Fixes Problems Early
The sooner concept testing is undertaken, the more flexibility you have to optimize your initial idea. Concept testing helps you understand what elements don’t work, allowing you to refine ideas swiftly based on consumer feedback.
Through concept testing, you can understand what elements don’t fly with customers so you can ditch underperforming elements to save costs or iteratively improve concepts so that they better meet consumer needs. With an online community, for instance, it’s possible to develop concepts based on consumer feedback and then upload them for further feedback, in this way allowing you to refine ideas swiftly.
5. Concept Testing Ensures Market Fit
Concept testing puts the consumer voice at the heart of product development, ensuring new products resonate with customers and increase business performance. It helps you identify pain points or delights relating to new ideas, establish how your product fits into the lives of your target audience, and determine which concepts they would be willing to pay for.
Good concept testing means getting under the skin of your customer and letting their feelings and needs guide you toward the solutions with the most potential. By putting consumers central to product development, you can develop products and services that outperform the competition.
Conclusion
Concept testing is a crucial step in the product development process, providing valuable insights and feedback from the target audience. It helps businesses refine their concepts, build better products, and increase their chances of market success. By partnering with skilled market researchers, you can gain the insights needed to focus efforts in product development and outperform the competition.
Concept testing is a critical market research method that allows businesses to gather feedback and validate their ideas before investing significant resources into product development. It involves presenting potential product concepts or ideas to a target audience and collecting their feedback to assess market potential and make informed decisions.
By conducting concept testing, businesses can identify and address potential issues or shortcomings in their product concepts early on. This process helps refine and optimize the product’s features, design, and overall value proposition. It enables brands to gather valuable insights into consumer preferences, needs, and expectations, allowing them to align their product development efforts with market demand.
The feedback gathered during concept testing provides actionable data for designers and product teams to improve their concepts iteratively. By incorporating user insights, businesses can make informed decisions about product features, functionality, usability, and overall user experience. This iterative approach ensures that the final product aligns with user needs, expectations, and preferences, increasing the likelihood of market success.
Moreover, concept testing helps in minimizing the risks associated with product development. By validating concepts early on, businesses can avoid costly mistakes and reduce the probability of launching a product that fails to resonate with the target market. It allows companies to make data-driven decisions, optimize resources, and ultimately build better products that are more likely to succeed in the marketplace.
Concept testing plays a pivotal role in the product development process by providing valuable insights and feedback from the target audience. By leveraging this feedback, businesses can refine their concepts, build better products, and increase their chances of delivering solutions that meet customer needs and expectations. This iterative and user-centered approach enhances the overall product quality and increases the likelihood of market acceptance and success.
Product development need never be a risk. If you’d like our support with a concept testing project, please get in touch or request a proposal.
Stay ahead
Get regular insights
Keep up to date with the latest insights from our research as well as all our company news in our free monthly newsletter.
Before they reach the target market, products or services always start off as unproven ideas. But in order to avoid costly failures, businesses need to understand whether or not they’ll be a hit with consumers.
Concept testing is the process of using qualitative or quantitative research in order to test your ideas ahead of launch. It enables you to ascertain which features are likely to be popular with the target audience and which may need changing.
Key methodologies and testing methods can include in-depth interviews, online communities and the use of a testing survey to gather feedback on your potential product.
Paving the way to success
Testing product ideas with your target audience enables you to optimize your approach before introducing products to the market, helping you to get features right from the earliest stage and dramatically boosting your chances of success by asking potential customers what they think. It can also prevent costly failures, so an investment in effective concept testing is worthwhile.
After all, seemingly minor product features can have a fundamental effect. In this way, market research enables you to find out what potential customers care about in order to determine which attributes should be incorporated into the final design ahead of the official product launch.
Product and concept development
Behind almost every successful product is a careful research and development phase – and we’ve worked with some of the biggest brands to take their big ideas and turn them into products consumers love through concept and product testing.
But how do you test a product concept effectively?
Here are five examples of how to test product concepts for any potential product.
1. Run an online survey to test overall concept appeal and to narrow down your options
A concept test survey can be a powerful tool. A testing survey can reach large audiences of carefully targeted consumers, providing rich data to be analyzed. It is possible to test a number of concepts in order to understand their appeal and to help you decide which concepts to take forward for further testing.
Product developers know that the use of effective survey questions is a proven way of generating relevant information on which to base future decisions. Questionnaires are typically used for obtaining valuable data. For example, to ascertain how many potential customers there are, whether they would find such a product or service useful, and the sort of price they would be willing to pay.
The key is to ask the right people the right questions, and to ask enough people to get meaningful results. Often a Likert scale is used, a type of scale used to rate various features or attributes in the eyes of end users. Do bear in mind, too, that you need to approach a significant sample of people who match the profile of your target audience when sending out questionnaires.
Effective concept testing can also give you relevant information and clear pointers as to which demographic groups, geographies or market segments will get as excited about your idea as you are.
2. Employ conjoint analysis to understand which features really matter to consumers
As well as asking potential customers which concept they prefer, you can use techniques like conjoint analysis to gauge which product features are most important. This is a technique which involves presenting people with a series of attributes and asking them to rank them in order of appeal.
Conjoint analysis is regarded as an effective way of gaining detailed insights. Essentially, it’s a way of measuring the value that customers place on a product’s specific features. It typically works via a survey, in which participants are shown a combination of attributes and asked to compare or rank them. It can help measure and understand customer preferences for particular features to generate actionable insights to guide product development.
Whilst the process involves offering respondents a range of choices. It’s important, however, not to overload respondents so that they remain fully engaged with the process.
This approach can help you identify the features that matter to consumers. Use this to categorize features into ‘need-to-have’ versus ‘nice-to-have’. Consider which features and functionality your product really needs in order to be compelling to the target market to prioritize your investment.
Stay ahead
Get regular insights
Keep up to date with the latest insights from our research as well as all our company news in our free monthly newsletter.
3. Use qualitative methodologies to hone your ideas along with the target audience
Group discussions are a tried and tested way of getting rich qualitative input. We can bring groups of potential customers together – face-to-face in a focus group or in an online community – and conduct a carefully guided discussion, often with prototypes or other stimuli to spark conversation. This allows us to drill down into the product features that consumers really want or need. Qualitative research can also reveal unmet needs, inspiring further development and ensuring your product or service has the edge over the competition.
In some cases, qualitative feedback can be gained by conducting one-on-one in-depth interviews. This is particularly useful if you have a detailed or complicated concept that’s targeted at a niche B2B audience.
It’s important to use open-ended questions to gather insights: Ask respondents what they like and dislike and give them the space to explain their views. This provides the opportunity to get objective feedback from your target audience without restrictions or bias and to obtain detailed and actionable feedback.
Questions can include, for instance, ‘How appealing are following the features?’ or ‘Which of the following attributes are most important to you?’ or ‘How well do these statements describe the product?’
Choosing the right questions, moderating the discussion, probing at the right intervals and keeping respondents engaged is key to successful product concept testing. With so many products failing, testing your concept early is also vital. By testing product concepts thoroughly and early, you’ll know which concepts are likely to drive revenue before you have invested too much time and effort in development.
4. Embrace an agile and iterative testing approach
Another way to test product concepts is to develop an agile and iterative testing approach. Online methodologies like online communities lend themselves well to this, as it’s possible to test concepts, gain feedback, adapt the concepts based upon this and then retest them with consumers.
An online community is an online research platform where consumers are brought together to take part in a series of tasks. The discussion is curated by our team of researchers in order to gain in-depth feedback, which will enable effective concept iteration.
The online community platforms we use have built-in features for concept testing. For example, it’s possible to mark up images to highlight which aspects you like or dislike, adding detailed commentary. The results of this exercise can be analyzed, and the concept iterated accordingly, with the new and improved idea put back into the community for further feedback and testing. The result? By harnessing feedback loops to refine and retest, you’re able to develop the strongest concept possible.
Even after your product has launched, there’s real value in continuing to gain feedback. Once your product is in consumers’ hands, there’s more to learn about the role it plays in people’s lives and any unforeseen pain points that could require further changes to address. Be ready to test your product concept to ensure it gets better and better. By honing and refining your product features, you can stay ahead of the competition. So always refine and iterate. Successful product innovation is never finished. The beauty of product concept testing is that you have the luxury of being able to respond to feedback until you hit on the optimum prototype.
5. Harness new technology to bring ideas to life for consumers
To get the most out of respondents during a piece of concept testing research, it’s important that you bring concepts to life by creating stimuli that enable the target market to picture your proposed products or services. With our own design team in-house we can take your initial ideas and turn them into beautiful mock-ups that ensure the core idea is clear.
To take this a step further, we are currently exploring how to use augmented reality (AR) to bring concepts to life, thereby eliciting higher-quality insights. Through AR, we can create 3D digital prototypes that consumers can place in real environments using their phones. Not only do immersive methods like this deliver richer insights, but they also allow you to test ideas in context.
Get under the skin of your potential customers in this way and let their feelings and needs guide you towards the solutions with the most potential. The results will speak for themselves.
To find out more, please visit our concept testing services page or request a proposal from our team.
So you have a number of exciting concept ideas but you’re not sure which to take into further development? This is where conducting online concept testing comes in.
Online concept testing is the process of evaluating product ideas with consumers prior to their introduction to the market. It can include both quantitative and qualitative research, via surveys and online communities, for instance.
It’s a great way to bring consumer insights to the heart of the new product development process. These insights can help you understand which products or services will be a hit with your target audience. In this way, a concept test can dramatically reduce the risk of a product failing when it hits the market, helping to ensure a successful product launch.
Online concept testing can also point to areas of your concept that need tweaking, or new features which could be added. It can also help you answer questions such as whether the price is right and how where your idea fits in relation to competitor offerings and the perception of your brand as a whole.
But there is no one-size-fits-all approach, rather a range of methods that can be combined and tailored to meet the demands of each project.
What online approaches can you use for concept testing?
You can take either a quantitative or qualitative approach to concept testing – or combine both.
The main quantitative technique is an online concept test survey. Through online surveys, you can reach thousands of targeted and engaged respondents, providing rich and robust data that can be analyzed. In the survey, the concept test would involve consumers reviewing a text description or a visual representation of the concept. Then, the audience would be prompted to answer questions or to discuss their impressions of your idea.
Single-concepts can be tested through monadic survey design, whilst multiple concepts can be evaluated using sequential design (read more about this in our post on what concept testing is and why it’s important). Once we have ascertained the level of interest or purchase intent data for each concept, these can be plotted on a chart to show which spurred the most promising response. We can also unpick the relative effect of different attributes such as price or features, with the help of a well-designed survey template, advanced statistical techniques.
When it comes to qualitative techniques, you can either run an online community – a carefully curated space to engage respondents in a group setting, as well as one to one tasks – or run a series of in depth interviews over video chat, in which you have the ability to share concepts on the screen.
What’s the advantage of online?
Online surveys enable you to reach a representative sample to gather robust data quickly and efficiently.
Online qualitative approaches, like online communities can deliver more detailed feedback than you might get in person. The sheer quantity of comments in an online community is vast – providing a real depth of insight.
An added benefit of qualitative online testing methods is that they can enable you to test ideas in multiple markets at the same time, so you can identify and explore common themes, rather than having to run focus groups over a number of weeks to get feedback in each market.
Online concept testing best practice
Objectives first, methodology second
Try to avoid embarking on the research with a set methodology in mind. Instead take a step back and think about your objectives and where you are in the product development process. This will help you choose the right approach.
Ask yourself whether you require high-level responses to multiple concepts, or detailed feedback on one, in particular? Do you need qualitative inspiration or quantitative rankings?
Also think about how far along the development process you are. If you have a prototype of your concept that respondents can interact with it may be that an offline approach like a focus group could be more appropriate, whereas if your concepts are at an earlier stage, an online approach could be more valuable.
We tend to use a combination of testing methods to build up a picture of how products or services could fit into the lives of those you hope will use them – and we’ll tailor the methods based on the project. Often, we’ll work with clients to quantitatively test initial concepts to understand those with most appeal to the target market. This is often followed by an online community in which consumers help you hone your ideas further.
That said, it’s always critical to build a tailored approach depending on what you’re trying to achieve and who you’re trying to reach. For instance, if you’re looking to get feedback on new concepts from hard-to-reach, or B2B audiences, a digital in-depth interview could be appropriate.
Stay ahead
Get regular insights
Keep up to date with the latest insights from our research as well as all our company news in our free monthly newsletter.
Choose the right tools
Many online community platforms are specifically built with concept testing in mind and have tools that allow respondents to mark up elements of a concept that they like or dislike, along with a justification.
But always ensure the agency you work with has the right security protocols in place to protect early stage ideas. The platforms we use include a number of built-in security features. Images can be watermarked with a unique respondent identifier and, if you’re testing ads, we can set videos to self-destruct after they’ve been watched once. On top of this, we use all the confidentiality procedures we would for concept testing in-person. With such stringent processes in place, we’ve never experienced a leak. With us, your ideas are in safe hands.
Moderation, moderation, moderation
When you’re testing concepts in an online community, it’s important that conversation is carefully guided just as it would be in an offline focus group. Skilled market researchers know how to curate the conversation in an online setting, finding links between people and encouraging them to open up and feedback comprehensively on ideas.
Through a combination of effective moderation, probing and carefully structured analysis, we can identify the overall themes and elicit the information you need to move forwards in the product development process.
Bring ideas to life for consumers
To get the most out of respondents, it’s also important that you bring concepts to life by creating stimuli that enable the target market to picture your proposed products or services. Often, the early-stage concepts we receive from clients are only roughly sketched out.
It might be a selection of words on a Post-It note, or a collage of images found online. We work with our in-house designers and copywriters to build on this, fleshing out concepts and designing mock-ups and prototypes to make sure that your initial ideas can be easily understood by consumers. After all, it’s much easier to feed back on an idea you can properly visualize.
We use prototypes to bring ideas to life for consumers in face-to-face focus groups but one of the benefits of qualitative online concept testing methods, like online communities, is that these mockups can be amended based on consumer feedback and then fed back into an online community for further comment. This allows us to iteratively improve the concepts over time to build on and strengthen initial ideas.
At Kadence, we’re taking this principle a step further by exploring how we can use augmented reality (AR) to further bring concepts to life, thereby eliciting higher quality insights. Through AR we can create 3D digital prototypes that consumers can place in real environments using their phone – in their home, in a supermarket, wherever they happen to be. Not only do immersive methods like this deliver richer, higher quality insights, but they allow you to test concepts in context, thereby overcoming some of the challenges of face-to-face approaches.
Finally, it might sound obvious but it’s also important to ensure that your concepts are ready to be tested. It’s better to delay an online focus group if your concept is not yet fully developed, nor its purpose clear. If your ideas are easily understandable, can be brought to life and readily understood, your participants will be able to provide more comprehensive feedback.
Rigorous research shows you whether you’re really on to something. It puts everyone’s ideas on a level playing field and can help companies navigate internal politics to find a path ahead. After all, it’s your customers who will decide which idea is a success.
In this way, market research can dramatically increase the chances of developing a product concept successfully. Ultimately, testing is the process that enables you to proceed with confidence, and what can be better than that? We’d love to support your organization with concept testing research. To discuss the best way to test your new ideas – be that online or offline – please request a proposal.
What is a Central Location Test (CLT)?
Central Location Testing (CLT) is a market research method where participants are invited to a specific location to evaluate products, services, or concepts. This controlled environment allows researchers to gather in-depth insights into consumer preferences and behaviors.
Why Use Central Location Testing?
Central Location Testing is valuable for several reasons:
- Controlled Environment: Ensures consistency and reliability in testing conditions.
- Immediate Feedback: Provides real-time insights from participants.
- Complex Testing Scenarios: Ideal for detailed observation or interaction, such as taste tests and usability studies.
How Does Central Location Testing Work?
Recruitment
Participants are carefully selected based on specific criteria to represent the target audience.
Venue Selection
Choosing an accessible, comfortable, and well-equipped venue is crucial. Examples include conference rooms, shopping malls, or specialized research facilities.
Test Design
Tests are designed to gather specific data points, such as preferences and behaviors, using methods like surveys, focus groups, or observational studies.
Data Collection
Researchers use questionnaires, interviews, and direct observation to collect data.
Analysis
Collected data is analyzed to identify trends and insights that inform business decisions.
Types of Central Location Testing
There are several types of Central Location Testing, each suited to different research needs:
- Product Testing: Evaluates physical products for taste, texture, appearance, and usability.
- Concept Testing: Assesses consumer responses to new ideas, advertising campaigns, or product concepts.
- Usability Testing: Focuses on the ease of use and functionality of products, websites, or software.
- Sensory Testing: Used in the food and beverage industry to assess taste, smell, and texture.
Benefits of Central Location Testing
- Detailed Insights: Provides in-depth understanding of consumer preferences and perceptions.
- Improved Accuracy: Ensures consistent and reliable results in a controlled environment.
- Cost-Effective: Centralizes the testing process, often reducing costs.
- Flexibility: Suitable for a wide range of products and testing scenarios.
- High Engagement: Participants are more focused and engaged.
Best Venues for Central Location Testing
Selecting the right venue is critical:
- Accessibility: Ensure the location is easily accessible.
- Comfort: A comfortable environment leads to more accurate feedback.
- Facilities: The venue should have necessary facilities like seating, lighting, and audio-visual equipment.
How to Conduct a Successful Central Location Test
- Define Objectives: Clearly outline the goals of the test.
- Select Participants: Choose a representative sample of your target audience.
- Choose the Venue: Select a location that meets your test requirements.
- Design the Test: Develop a detailed test plan.
- Conduct the Test: Execute the test consistently.
- Analyze the Data: Extract meaningful insights from the data.
- Take Action: Use the insights to make informed business decisions.
Central Location Testing is a powerful tool in market research, providing valuable insights into consumer preferences and behaviors. By conducting tests in a controlled environment, researchers gather accurate and reliable data to inform product development, marketing strategies, and business decisions. Whether testing a new product, evaluating a concept, or conducting a usability study, CLT can help you gain the insights needed to succeed.
To find out how Kadence can help you leverage Central Location Testing for your business, reach out to request a proposal.
Stay ahead
Get regular insights
Keep up to date with the latest insights from our research as well as all our company news in our free monthly newsletter.
Every marketer knows the stat: 80% of new products fail. Or 90%. Or 95%. The precise number differs, but the story is always the same.
By anyone’s standards, those are daunting odds for businesses that want to innovate and stay ahead of the curve. How can companies buck the trend and increase their success rate? How can you make sure your product is part of the 20% (or 10% or 5%?)
Clearly, it’s vital that any new product or service has to be just right. The question is, what does just right look like? And unfortunately, the answer to that question is not up to you.
It’s up to your customers.
That means it’s important to find out at an early stage whether or not your concept is going to attract customers to buy or not, and if so, how you can make the most of it.
This is where concept testing comes in.
What is concept testing?
Concept testing is how businesses evaluate and optimize ideas before taking them to market.
The concept in question can be a lot of different things. It might be a totally new breed of product that no one has ever seen before. Or it might be a redesign or rebrand.
Business questions that concept testing can address include:
- Does the concept meet customers’ needs? Do they ‘get’ it? Do they find it appealing? Does it give them something they want?
- Is the price right? What are consumers willing to pay? Is the product commercially viable?
- How should it be positioned? Where does your idea fit in relation to competitors? Does it suit your brand? What’s your natural place in the market?
- What details need to be tweaked? How can your concept get better? Is everything working right? Are any features missing?
Concept testing is not a single one-size-fits-all technique, but a whole range of methods that can be combined and tailored to fit the demands of each individual project.
Why concept testing matters
There’s no avoiding it: conducting proper concept testing requires an investment of time and money. But that’s nothing compared to the potential cost of not testing concepts early on in the development process.
Failed products or services cost businesses not just in terms of wasted investment, but in the opportunity cost of what could have been achieved instead. The same goes for a bad ad or a bad logo design.
In fact, in the worst cases, businesses can suffer reputational damage or harm to the value of their brands by launching a product concept that wasn’t right for the market. Marketing history is littered with examples of products and ads that were wide of the mark.
In 1985 Coca-Cola famously introduced New Coke – its answer to blind taste tests where rival Pepsi came out top. But the success of brands and products is about more than blind tests, and New Coke flopped. Decades later, it’s still remembered as a major marketing misstep.
Remember Juicero? No? Not many people do. Investors pumped $120 million into the $400 Wi-Fi-connected juice maker in 2016 – even though users could get the same effect by just squeezing the juice pouches by hand. Consumers saw through it, and within two years Juicero had been scrapped.
In 2005 ESPN launched an innovative mobile phone service that incorporated its exclusive sports content. But the price was all wrong, and the lack of handset choices also put people off.
Concept testing reduces the risk of costly failures like these, and increases the chances of hitting on a runaway success.
Ultimately, it’s about proceeding with confidence.
Stay ahead
Get regular insights
Keep up to date with the latest insights from our research as well as all our company news in our free monthly newsletter.
9 Use cases for concept testing
1. Check whether your ideas will really fly
Just because an idea feels right to you (or your boss, or your friends, or your mum) doesn’t mean it’s commercially viable. Rigorous concept testing research shows you whether you’re really on to something or not, so you can put a rocket under the ideas that have potential, and not waste time on the ones that don’t.
2. Settle arguments and objectively evaluate ideas
Everyone’s got an opinion, right? Great concept testing can cut through corporate politics, putting everyone’s ideas on a level playing field. It busts groupthink and unites teams behind ideas that have a real chance.
3. Compare rival concepts
Pit your ideas against each other and find out what consumers prefer. Once you’ve narrowed down your choice, you can focus on the ones that performed well.
4. Define your list of features and benefits
Particular capabilities and attributes can have a make-or-break effect on the success of a product. Find out which things consumers really care about (and which ones they can do without)
5. Figure out how to make it profitable
Knowing how to manage your costs and prioritize the investments consumers care about is crucial to success.
6. Improve concepts iteratively
Hone and tweak your concept in response to consumer feedback, then test again. Research might even throw up brand new ideas which you can develop and test.
7. Determine who to target
Concept testing can give you clear pointers as to which demographic groups, geographies or market segments will get as excited about your idea as you are.
8. Decide your communication approach
Setting the right tone and getting the key points across is not something that should be based on guesswork. Try your ideas out in the wild and get valuable feedback.
9. Refine after launch
To hone your offering, and keep it ahead of the competition, testing can continue post-launch.
Does concept testing really work?
Some in the business world feel that intuition and inspiration ought to be enough to develop great products. True innovation, they claim, comes from maverick geniuses like Henry Ford, who supposedly said that if he’d asked customers what they wanted, they would have said “faster horses”.
The thing is, Ford was right. And that’s why at Kadence International, concept testing is about much, much more than just asking people what they want.
Good concept testing doesn’t have to mean missing out on ground-breaking innovation or settling for mediocre ideas. It means getting under the skin of your customer and letting their feelings and needs inspire solutions with the most potential.
Sure, asking people what they want or what concept they prefer is part of the story – but only part of it. You also need to tap into the psychology and emotions that drive real world consumer behavior, and put it all in the context of the trade-offs that consumers make regarding prices, benefits, and competitive offerings.
Concept testing the Kadence way
Concept testing is one of Kadence International’s many market research specialisms. We’ve got many years’ experience of testing concepts in numerous categories, and driving the creation of successful products and services.
Toiletries
What fragrances of shower gel would appeal to young teenagers, and what kind of imagery and language could bring them to life in a way that feels fresh and different?
We conducted research in two iterative stages. First, we ran an online survey among the target demographic to screen a set of early-stage concepts and identify the ones with the greatest appeal. The winning concepts were then explored and further refined in face-to-face focus groups, with an element of co-creation, providing the client with a robust set of high-quality concepts to develop.
Takeaway coffee
A major food and drink brand wanted to know what kinds of iced drinks could prove a hit with customers over the summer.
We ran a creative workshop with the client’s product development and research teams, to develop a series of new concepts and then visualize these with the help of our design team. We then screened these in an online quantitative test. This allowed us to isolate the most popular concepts and acceptable price ranges. We followed up with focus groups to refine and enhance the most appealing concepts, giving the client a set of strong, worked up concepts to take into development.
Travel advertising
What kinds of imagery, messaging and language would be most effective in ads aimed at grabbing the attention of high-value travelers and attracting them to a holiday destination?
We ran an online quantitative test to evaluate a series of creative routes, looking at a number of different metrics. We began by measuring a baseline level of interest in visiting the destination, so we could identify the option that gave the greatest uplift in interest. The client was then able to create an ad campaign with the confidence that it would have the impact they wanted.
Food
A major food manufacturer wanted to gauge interest among its B2B customers in purchasing via a direct-to-customer (D2C) model, instead of through wholesalers.
We conducted a series of qualitative depth interviews looking at a set of concepts for potential D2C models. This helped the client establish which options resonated, and how they could be further enhanced.
Research methods for concept testing
At Kadence we employ a wide range of concept testing methods, including qualitative, quantitative, and combinations of both. Every project is different, and we always work with the client to come up with the right blend of techniques.
We always begin by carefully considering what the client really needs. What do they already know, and what stage are their concepts at right now? Do they require high-level responses to a selection of concepts, or detailed feedback on one in particular? Do we need qualitative inspiration or quantitative rankings? It’s questions like these that guide our choice of methods.
Surveys
Online concept test surveys are a powerful tool. They can reach thousands of carefully targeted and engaged consumers, providing rich data that can be statistically analyzed, ranked and compared. Online surveys can present choices in a way that mimics real purchase decisions, and use statistical techniques to unpick the relative effect of different attributes such as features and price. Our market research experts design the structure, hone the questions, identify the right respondents and analyze the results to pull out the key insights.
Focus groups
Focus groups – are a tried and tested way of getting rich qualitative input. We bring a small group of consumers together – face-to-face or online – and conduct a carefully guided discussion, often with prototypes or other stimuli to spark conversation. Our skilled researchers know the questions to ask that get to the nub of the issue, how to read between the lines of people’s responses, and how to understand the group dynamic.
Depth interviews
For more detailed investigation, we conduct depth interviews with individual respondents, to explore themes and topics in a way that isn’t possible through other methods. It’s a great way to dig into what really drives people’s decisions and behavior.
Ethnography
Ethnographic research is the market research equivalent of going on safari. It’s about observing consumers in their natural habitat. We ask consumers to share pictures, make videos and keep diaries, or we simply spend some time with them one-to-one to get a window on their real lives.
Online communities
Online communities are a great way to get wide-ranging feedback from consumers. We run dedicated short-term communities specifically for your research project, where participants can explore concepts, discuss them, and contribute in text, image or video form, just like in any online community environment. We can put them in groups, set them tasks, and ask them questions. The responses we get are rich and immediate. And because communities run over a period of days or weeks rather than hours or minutes, they allow concepts to be iterated as the research progresses.
The role of design
At Kadence we always approach concept testing with creativity, drawing on our in-house design skills..
Often the early-stage concepts we are asked to test are only roughly sketched out – it might be a selection of words on a Post-It note, or a collage of images found online. No problem. Our in-house designers and creatives flesh out the concept into something that consumers can get to grips with.
It might be a mock-up of an ad, a visual piece of stimulus to represent a new service, a model or prototype of a product, or a piece of test copy for an ad or website. We’re even piloting an augmented reality (AR) tool that will allow us to create digital 3D prototypes, so research participants can use their smartphones to see how a product would look in real life, in their own home, or wherever they happen to be. Compared to a static image, this immersive new method will take things to the next level, and we expect it to be a highly cost-effective way to deliver richer, higher quality insights.
As well as bringing design skills to our concept testing research, our approach is guided by the principles of design thinking.
The five stages of design thinking are:
- Empathize: Start by seeing the world through your consumers’ eyes.
- Define: Set out in clear, simple terms the challenge that you’re trying to address.
- Ideate: Generate ideas based on what you’ve learned. (This is often the point our clients have reached when they get in touch with us – but that doesn’t mean we won’t return again to the first three stages later, to generate new ideas based on the results of testing.)
- Prototype: This is where it gets real. Create a version of your product, service, ad or design that consumers can see, feel and provide feedback on.
- Test: Here’s where concept testing gets going in earnest. When it’s done, you can revisit the earlier steps and come back with something even better.
We believe this approach is a key part of what makes Kadence different.
10 Top tips for successful concept testing
1. Set clear objectives
It’s important to be as specific as possible about what your aims are. What exactly do you need to find out and what is it going to help you do or decide?
2. Don’t fall too in love with your ideas
The whole point of concept testing is to see which ideas are going to work and which aren’t. If you’re too wedded to a particular idea – or too set against another– then you risk heading down the wrong path. Let the consumer voice guide you, and have the courage to let a great idea go. It’s not the last great idea you’re going to have.
3. Find the right people
It’s important to test concepts on a relevant group of people – those who represent the potential target audience. Kadence International has been running this kind of research for many years, and we’re experts at finding and recruiting participants – even the most hard-to-reach audiences. Whether you’re looking for a cross-section of your potential audience, a specific subgroup or a handful of super-engaged brand advocates, we can help.
4. Bring it to life
Create stimuli that bring the concept to life in a way that feels tangible and engaging for your consumers.
5. Iterate, iterate, iterate
It can take a few tries to get a concept right, but it’s worth it (remember those stats on how many new products fail?) At Kadence, we have an in-house design team at hand who can bring ideas to life, and then iterate new designs and prototypes at speed, so we can rapidly respond to feedback, make adjustments and test again.
6. Be agile
Concept testing is different for every project, and doesn’t have to follow a rigid path. Expect to revisit and repeat the various steps until you’ve got your concept right. You never know what new ideas, issues and inspiration will come up when you put your ideas in front of consumers. Go with it.
7. Read between the lines
What consumers say out loud is the tip of the iceberg. We also need to think about how they say it, why they say it and what they don’t say. Professional market researchers are trained to see through to what consumers really think and feel – and what that means for what they will buy.
8. See the big picture
Concept testing isn’t just about scores and rankings for metrics like appeal or consideration. Look at concepts in context – think about the emotional response they elicit, what they mean for the direction you’re taking your brand, or how they might overlap with other offerings you already have on the market.
9. Work with a partner with the right processes in place to protect your early stage ideas
One of the most nerve-wracking things about concept testing is putting raw, untested early-stage designs and ideas in front of consumers. What if details end up in the wrong hands? Be sure to work only with trusted partners that have secure procedures and technologies for both online and in-person research. We’ve been doing concept testing research for years at Kadence, so we have stringent processes in place, and our research platforms include built-in security features that allow images to be watermarked, and videos to self-destruct after viewing. In over a decade, we’ve never seen a leak.
10. It’s never over
Once your product is launched and out there for real, you’re bound to learn new things, or want to make changes to adapt to fast-moving markets. Be ready to test out new ideas and keep iterating, so your product can keep getting better and better.
Sales & Marketing
Vital Strategies
Customer Intelligence Director