Peter Zieve says testing the market is an essential part of creating and launching a new product. The data collected through product testing helps pinpoint various tweaks to make to the product to maximize potential profits. Peter Zieve is a strong advocate for product testing and credits much of his success to it.
Product testing allows brands to test assumptions and evaluate where, if any, product changes need to take place. Surveys and focus groups are key to product testing and are goldmines for generating new product ideas. Pre-launch surveys can help with packaging and pricing issues as well as help identify which product features to highlight in marketing efforts.
It’s also with product testing that brands can determine which emotions and feelings are invoked when a person purchases the product. This can assist in identifying which market tactics to focus on. If a product’s audience is driven by an upscale lifestyle, this is a key indicator to go after celebrity endorsements for marketing purposes.
Product testing is also crucial for spotting defects. Many brands have found out the hard way that product defects can ruin a product in its entirety. And much of the time, these brands could have avoided the product fail had they first used product testing to see if any defects were present and whether they could be fixed.
Peter Zieve also says probably the most powerful benefit of product testing derives from its ability to showcase the product’s unique selling point. It allows developers to see the exact need the product is meeting for a customer and how it meets that need. This information can be used in marketing materials to grasp an audience’s attention by letting them know that the product is in fact worth purchasing because it meets a certain need. It’s often through product testing that developers can also determine whether any features of the product should be removed so as to make the manufacturing process less expensive while still meeting the needs and preferences of customers; this is a major benefit not only for the brand selling the product but also for the customers because the cost of production won’t be as high.
Zieve says product testing is important because ‘When you’re just getting started in the industry, it can be tough to stand up to a giant like Boeing’ and he’s exactly right. But with different methods like product testing, it becomes possible to establish a competitive advantage by tapping into consumers’ minds.