Market testing (the core of RapidMarketPrototypingTM)
Before you commit to investing in a new proposition, market message, or market
position, see how it flies in the real world.
In our careers, we’ve seen tens of millions of development dollars and years of
time wasted on building products and offerings which failed to satisfy the
market or find a market. We’ve also seen the value of testing early prototypes
on the market and iterating them until the market demanded they be released. We
seen propositions developed through this prototype testing approach deliver
market compelling propositions in a tenth of the time with a tenth of the
resources.
The benefits to this approach, aside from the cost and time savings are:
- Proven market demand prior to launch
- Pre-emptive market leadership (first to the market, in the minds of the
market)
- Capture market opinion leaders to seed viral and social marketing
- References and testimonials prior to commercial release
- Higher market value perception
- Reduced quality assurance testing costs
- Significant operational and/or customer service experience prior to
product introduction.
The Edify Group provides three types of market testing:
- Market messaging and positioning testing
- Product feature/functionality testing (limited to propositions which can
be delivered via the Internet)
- Product fulfillment testing (limited to Internet fulfillment)
The Edify Group utilizes its web mining capabilities, its ProvocativeDialogueTM,
its search engine marketing and microsite/minisite website creation capabilities
to put propositions in front of targeted Internet users. The propositions can be
tested under fictitious company names to effect blind testing or under the
client’s actual brand or proposed brands to see the impact of branding on the
acceptance of the proposition. To be most effective, we recommend performing all
three types of testing at once and iterating the prototypes frequently to get
the maximum amount of marketing feedback in the shortest amount of time.
