The 5 minute guide to new product successFor a new product to be successful, it must meet a need or solve a problem for the consumer. If the consumer doesn’t think a product will meet a need or solve a problem for them, it is highly unlikely that they will be interested in purchasing that product.

How to determine if a product meets a consumer need or solves a consumer problem

The only way to find out if a product meets a need or solves a problem for the consumer is to ask them.  That’s why “how sure are you that this product meets a need or solves a problem for you?” is one of questions that I always ask in a product concept test. So, of course, when I recently conducted a product concept test on eleven connected home products and smart appliances, “how sure are you that this product meets a need or solves a problem for you?” was one of the questions I asked about each product.  That’s how I found out was that most of the respondents didn’t think three of the smart appliances would meet a need or solve a problems for them. need rating 5 connected home productsThe GE Wall Oven received a rating of 26% on “need”. In other words, only 26% of respondents said they were sure that the GE Wall Oven would meet a need or solve a problem for them. The Crock-Pot WeMo Smart Slow Cooker and the iKettle received even lower ratings, 19% and 8% respectively. Contrast that to the NEST Thermostat and the Canary Smart Home Security Device. Fully two thirds of respondents said they were sure that the NEST Thermostat would meet a need or solve a problem for them.  More than half thought the Canary would meet a need or solve a problem for them.

Why is it so important that a product meets a consumer need or solves a consumer problem? comparison of need and purchast interest 5 connected home products copy

Because products that score high ratings on need also score high ratings on purchase interest. For example, 67% of respondents were sure that the NEST would solve a problem or meet a need for them; 66% said they would be interested in purchasing the product. In contrast, only 8% of respondents were sure that the iKettle would solve a problem or meet a need for them; only 9% said they would be interested in purchasing the product.

The key to developing a successful new product

The product must meet an unmet need or solve an unsolved problem in the eyes of the consumer.   Before you start to develop a new product concept, define the unmet consumer need or unsolved consumer problem you want the new product concept to meet or solve.  And then ask consumers “how sure are you that this product meets a need or solves a problem for you?” to make sure the product concept actually does meet a need or solve a problem.

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