Using Customer Experience to Lead Product Innovation
Market research “wrapped around” product features creates misleading results:
Product Innovation to enhance Customer Experience is often not the primary motivation behind Market Research.
Market Research focused on how respondents rate a product’s ability to achieve specific standards (such as ease of use, reliability, pricing, etc.) does not lead to the best results.
In other words, product development that does not use customer experience as the guide to innovation leads to customer dissatisfaction.
Negative feedback is not welcome and any customer complaints are ignored until sales are impacted.
Use Market Research to guide product innovation, putting customer experience first. This creates product that is “wrapped around” market research insights to achieve the best possible results in customer experience.
The concept is simple but few adhere to it.