You have a new product. You need to test it before it goes public. You hire an agency to carry out a focus group for you. You pay people to tell you what, essentially, you want to hear (many focus group participants won’t be completely honest since they want repeat invitations).
You’ve just spent five figures to find out just a tiny bit more than you knew before about your product.
Now. You have a new product. You need to test it before it goes public. You give it to your sales people; your marketing people; your customer service people. You know – the ones who have to live with its real value from the front line.
Who do you think will offer the real feedback?
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When it comes to genuine feedback on products it simply does not exist until the moment someone has to hand over their hard earned money. We go way out of our way to get inside our customers head, to hear their feedback and create products that we believe will delight, but the true test is the moment that they have to reach into their pocket. The end consumer is always your best focus group and learning from your history with them and figuring out how to innovate from it is always the best feedback available on any new product.
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