January 28, 2023


Technology Room

Why customer-focused product improvement is essential to staying aggressive

4 min read

Offered by GLG

Not solely does buyer analysis enhance the worth of your services and products, it in the end drives progress and innovation. For perception into nailing customer-focused product improvement at each stage of the method, from ideation to improvement to launch, don’t miss this VB On-Demand occasion.

Watch free, on-demand!

Product improvement begins with the identification of unmet wants, then concept prioritization and idea testing, to product and pricing evaluation and at last usability and message testing. And at each stage, buyer analysis is essential, says Manasvi Thawani, director of analysis insights, GLG.

“The insights you acquire from analysis not solely assist eradicate inside biases, but in addition make product improvement a data-driven decision-making course of,” Thawani says. “You possibly can be investing some huge cash up entrance, going to market months or years later, solely to listen to your prospects and prospects say, this isn’t aligned with what we’d like. Investing in analysis at first helps you win on the opposite facet.”

It’s essential to embed product improvement analysis throughout the overarching product improvement life cycle, to make sure that each single new providing is backed by information and insights, in order that investments all through are vetted via a market-driven view.

Product improvement in financial downturn

Within the present financial atmosphere, budgets for brand spanking new idea improvement are inclined to shrink — however that offers firms the chance to look inward and give attention to current merchandise.

“There’s a shift towards optimizing current merchandise and choices by focusing extra on the feature-functionality stage,” Thawani says. “Consequently, product optimization turns into a core focus. From there, it’s essential to give attention to the pricing facet, to make sure that the brand new options that you just’re bringing to your product or providing are being valued appropriately — and you may really acquire again the time and sources invested by promoting it to your market on the proper worth.”

The following phases are additionally key: message testing to make sure that entrepreneurs are speaking the worth successfully, together with segmentation or persona work, to just be sure you are concentrating on the appropriate units of patrons with the appropriate product choices.

However although budgets are shrinking, firms shouldn’t cease innovating, she says. Even when they’re smaller worth investments than in typical instances, they make it easier to acquire a aggressive benefit, and place the corporate for future success when public demand is again.

The place analysis matches in

On the B2C facet of enterprise, you’re all the time researching the tip consumer, or the buyer, Thawani says. On the B2B facet, the shopping for middle has advanced during the last decade. For example, within the SaaS world, the CIO workplace and senior leaders inside IT historically held the shopping for energy, however right this moment lots of that has shifted to the enterprise facilities. Analysis on the B2B facet of the world features a bigger set of individuals, speaking to the precise enterprise roles who might be utilizing your answer. The B2B facet additionally doesn’t require the identical type of scale that shopper analysis wants as a way to precisely replicate finish buyer sentiments, provided that there’s extra standardization.

Quantitative analysis on a typical B2B challenge tends to be round a most of 100 to 200 respondents. Qualitative analysis, together with in-depth interviews and focus teams, is usually used for extra of the exploratory work to assist outline and type some hypotheses. Collectively, they offer you a deep view into the thoughts of the customer.

“For instance, surveys exhibit what resonates for a specific section,” Thawani says. “Qualitative analysis provides you the nuances and rationale behind why you’re seeing the info a sure approach. Qualitative is nice at answering the whys.”

However right this moment there’s additionally an unlimited quantity of information accessible to firms via social listening platforms, providing perception into up-to-the-minute conversations and pursuits which can be a strong instrument for product improvement.

“Regardless of the place you’re in your journey, the funding put into analysis is all the time one thing that pays off,” she says. “Spending a few of these {dollars} when you’re nonetheless within the improvement life cycle and getting some early enter information provides a lot extra worth. The fail quick mentality — figuring out when to return to the drafting board earlier than throwing all of your sources into a big gamble, is so vital.”

To be taught extra in regards to the methods insight- and data-driven product improvement makes firms extra aggressive, optimize the cycle from ideation to launch and extra, don’t miss this VB On-Demand occasion.

Watch on-demand for free now!


  • Figuring out unmet wants from early phases via to product launch
  • Methodical approaches to attain important insights
  • Figuring out key goal teams
  • Uncovering buyer wants and ache factors
  • Validating the potential of your product
  • Optimize launch and product communications


  • Manasvi Thawani, Director of Analysis Insights, GLG
  • Hungyen Nguyen, Senior Engagement Supervisor, Analysis Insights, GLG
  • Artwork Cole, Moderator, VentureBeat
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