Launching a new product is always challenging. A popular article in Harvard Business Review, shares a story of a firm that helps companies launch their “revolutionary” products. When the companies are asked about the research supporting their claims, the classic response is:
“We haven’t done the research yet, but we know anecdotally that it works.”
In fact, according to the article the main reason why new products fail is: “No market research on the product or the market has been done.”
Conducting research on the market and customer preferences is a prerequisite of a successful product launch. Read our case study and learn how we helped Jabra to get a clear understanding of market for speakerphones and customer needs that led to a very successful product launch.