A sports brand validates a new shoe in four tests.
Concept, colours, price and value proposition: with 18,868 consumers, a global sports brand checked demand before tooling and inventory were paid for.
4
tests in sequence
18,868
consumers
4.2 days
average field time per test
1
validated product
Starting question
An earlier concept had shown strong interest in traditional market research and then failed in the market. This time the team wanted to know, before tooling and inventory, which concept, which colours and which price would work with a new target audience.
Variants
Four tests, each building on the one before: first the concept, then the colour variants, then the price and finally the value proposition. Each test built on the result of the previous one.
In total 18,868 consumers from the target audience, an average of 4.2 days in the field per test.
Result
Four tests led to one product whose concept, colours, price and value proposition are backed by behaviour.
Decision
The team went into development with a validated product instead of relying on assumptions from surveys.
Global sports brand
Four decisions, one line.
Tested in a series of short tests, each with its own group from the target audience.
Related cases
More cases.
Is a new product coming up?
Bring your idea. We will sketch a possible series of tests with you.
You will speak with Daniel Putsche
Founder & CEO, 30 minutes