When up to 90% of new products fail, how can you make sure yours isn’t one of them? Launching a new product is one of the riskiest bets in the e-commerce business. Industry studies show that nearly 9 out of 10 new product launches fail, with 42% of startups disappearing due to lack of market need. Even well-known Consumer Packaged Goods (CPG) brands struggle with 70-80% of products being unsuccessful.
Why is it so hard? Because too many new products don’t get tested by real consumers, and that’s where it really counts to get feedback to adjust before you launch.
Meet Intellivy’s In-Home Usage Testing (IHUT). IHUT does something game-changing — giving you the advantage to test your physical products with real consumers, in their natural environment. All before you commit to costly inventory, branding, or packaging decisions. It’s the final, essential step every product test needs.
Why In-Home Product Testing Is Your Secret Weapon
Imagine you’re launching a new headphone. Your engineering team is proud to bring this to market, but how will you know if customers will also like it? A recent Intellivy case study “Can Our Budget Headphone Compete with Bose & Sony Users” put a new audio device to the test with real consumers who currently own premium headphones and know what to expect from them.
The results were eye-opening. While unfiltered consumer feedback highlighted strong sound quality and sleek fit, testers also shared some flaws during their first impression such as a need for more color options and sizing. So the brand adjusted marketing messaging based on this feedback before they set it live. It not only saved thousands in rework costs, but it gave informed product tweaks that boosted post-launch sales.
That’s just one example of how in-home product testing is essential to bridge the gap between lab testing and actual market success. Still not convinced? Consider these facts about packaging alone:
- Up to 74% of consumers say packaging influences their purchasing decisions
- 64% of shoppers would pay more for sustainable packaging
- 52% of online customers are more likely to return to brands with premium packaging
Being able to test your product in real homes offers valuable insights no focus group or lab can share. It gives authentic first impressions, suggested improvements, and spotlights strong features. Plus, it allows you to step outside of your own team’s bias by using true customer data.
When Should You Use IHUT?
It’s no secret that customer feedback is essential (remember this Amazon seller who could’ve saved $147K by using validation?). This testing strategy is impactful in so many scenarios, but we find these to be the most valuable for setting your product up for success:
- Packaging Tests: See how your product’s packaging performs in real homes. Testers can share feedback on appeal, messaging clarity, and consumer reaction to sustainability features.
- Blind Test or Scent Comparison: Unbiased comparisons of your product’s flavor or fragrance against competitors. This helps you understand true consumer preferences without brand impact.
- Product Benchmarking: See how your product stacks up against leading competitors on features, quality, and general satisfaction. From here, you can find areas for improvement or differentiation.
- Instruction Testing: Validate whether your product’s usage instructions are clear and effective. Can they easily and successfully use your product as intended?
- Customer Experience Validation: Understand the end-to-end customer journey, from unboxing to daily use. Uncover opportunities to enhance brand loyalty or convenience.
How Intellivy’s IHUT Works: A Proven 7-Step Process
We’ve crafted a streamlined approach that removes guesswork and delivers clear, actionable insights with in-home product testing.
- Define Your Goals (You Do It): Tell us about your product, target audience, and key decisions to inform.
- Custom Screener & Recruitment (We Do It): We build a tailored screener and find testers who match your exact needs.
- Handpicked Testers (We Do It): No random panels here. We screen and interview to ensure quality participants.
- Ship Your Product (You Do It): Send your sample directly to the testers.
- Guided Testing Experience (We Do it): Testers use your product naturally, following clear instructions in their personal settings.
- Actionable Feedback (We Do It): We’ll organize shareable video and written insights that your entire team can use.
- Optional Incentive Boost (You Do It): Have a discount code or offer to nurture testers into customers? Include them in your shipment!
Don’t Leave Your Product’s Success to Chance, Launch With Confidence Today
The marketplace is unforgiving, and launching without real user feedback can lead to costly mistakes. Intellivy’s In-Home Usage Testing allows you to use consumer insights to give you the competitive advantage to succeed and launch confidently with authentic feedback.
Ready to turn uncertainty into clarity? Schedule your Product Sample Campaign call today and launch smarter tomorrow.
