Consumer insights collect some of the most critical data for product development; without it, you have a high risk of the product failing. With it, however, you still run a risk of product failure; 38% fail because of unmet consumer needs in fact.
This is because consumer insights are missing a vital piece in their process - unbiased behavioural data.
This is where Pretotyping comes in to save the day with its ability to gather and validate data, helping you develop better and more successful products. In this blog, we go through the top 3 reasons it enables you to gather this data.
1. Pretotyping gives your bias-free consumer insights
When conducting consumer insights research, such as surveys, you are relying heavily on the respondent to:
- Understand the product
- Answer in a methodical manner
Unfortunately, this isn’t the case, and the responses you get from surveys are laden with cognitive biases, such as:
- Functional-fixedness bias because of the product stimulus they are given, they struggle to see the potential of the product.
- Confirmation bias because they have an idea of themselves and the world around them that will impact their answer.
- Anchoring bias because they will evaluate the quality of stimulus; a higher designed piece will give higher scores than a less designed piece.
Pretotyping, on the other hand, delivers consumer insights based on behaviour. This is because the respondent is unaware that the product doesn’t exist yet, or that they are even supplying market research data.
This gives the most trustworthy answers from them as they will be handing over details, or skin-in-the-game if you want to use the latest Pretotyping jargon, to access the product. This means there is already a barrier to entry, which means every response is meaningful when testing for demand.
2. The stimulus provided in Pretotyping is more accurate than surveys
Current consumer insights stimulus lacks detail and therefore results in misinterpretation and skewed results. With the stimulus provided looking like the below, you can’t get a real understanding of a product, how it is used, and its features.
With Pretotyping, you are able to give more detail to the stimulus through the use of landing pages. These will act as if they were an actual sales page with all of the detail you’d expect to see from these pages.
This allows your respondents to more easily imagine this product in their lives and how it would work, giving you a better and more reliable data source.