Beating bias: Best practices for customer-centric product and concept testing

Room 1 | 9:00 am - 9:30 am | Tuesday, October 11, 2022

When developing a new product, it is always worth remembering that you are not your customer. Buyers of products have their own reasons for accepting or rejecting new products. You cannot infer what customers want from your own needs. Nor can you know what they understand, what they believe and what they are willing to pay for. There’s only one way to find out: Ask them!

In this session our leader of new product development and pricing research, Bernd Grosserohde, will discuss the importance of concept testing when developing a new product, how to avoid biased results and how to test with the customer in mind. Please join us!

Key takeaways:

• How to safeguard product development against failure.
• Methods to eliminate validation bias.
• How concept testing can be done methodically, in a strictly customer-centric manner (led by their needs and priorities).

Topics covered:

• Business-to-business research.
• Storytelling/data interpretation.
• Hybrid/mixed methods (qual, quant, mobile, SM).

Methodologies Presentation by Supplier