How much brand lift and market differentiation will adding a new feature to our product give us?
In-depth qualitative / prototype testing
•Are our assumptions about this audience correct? Do we fully and clearly understand their needs, concerns, and pain points?
Which parts of our assumptions are incorrect and how should we shift our thinking?
What is this audience’s initial feedback on our new product?
Quantitative / Monadic Concept Testing / Max diff
•Of 3 revised options from qualitative, which one will appeal to the highest number of users?
•Which of the 3 will increase use cases?
•Which of the 3 will have the greatest lift on brand perception and help distinguish the product from key competitors?