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Research
FOR EVERY novelty product that becomes a big success, there are hundreds (probably thousands) that never see the light of day. Pet Rocks, Chia Pets—who woulda thought? Or novelty toys? Slinky, hula hoop—for each of these products there was an idea. Maybe a Big Idea, maybe not. But it was an idea that caught fire with consumers.
They were launched. They took off. The rest is history. But unless you have very deep pockets and an incredibly trusting management, you’re not getting to market without vetting the opportunity for your idea. It’s time for research.
But this is tricky stuff. That’s because research is best for assessing what is known, not what is unknown or so innovative that consumers may not have a reference point for it. ...
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