Product Concept Validation

► Determine Whether to Invest in Developing and/or Marketing a Product

Concept validation projects are tailored to the particular product concept and the intended target market.  These projects involve primary, qualitative customer research which may take the form of one-on-one, in-depth interviews, dyads (groups of two), focus groups or a series of tightly outlined discussions with customers and prospects.  Prior to conducting the research, KJ & Co. identifies potential target markets, purchase decision makers and influencers in order to specify the research sample.  We also prepare a detailed discussion guide including draft benefits, draft pricing and other details relevant to the customer's purchase of the product.  Where possible, concept validation work includes the use of product prototypes or demonstrations.  KJ & Co. conducts the research and summarizes the findings and recommended next steps for each product concept.

Concept validation services are critical to clients who are deciding whether to make significant investments in further developing new product concepts.  KJ & Co. clients have saved millions of dollars by not investing in projects that were not considered valuable by the intended target customers.

Typical project duration*:  4 - 20 weeks