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Why customer-focused product growth is essential to staying aggressive

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Introduced by GLG

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

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Product growth begins with the identification of unmet wants, then concept prioritization and idea testing, to product and pricing evaluation and eventually 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 additionally make product growth 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 initially helps you win on the opposite facet.”

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

Product growth in financial downturn

Within the present financial setting, budgets for brand new idea growth are inclined to shrink — however that provides corporations the chance to look inward and deal with present merchandise.

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

The subsequent levels are additionally key: message testing to make sure that entrepreneurs are speaking the worth successfully, together with segmentation or persona work, to just remember to are focusing on the best units of consumers with the best product choices.

However although budgets are shrinking, corporations shouldn’t cease innovating, she says. Even when they’re smaller worth investments than in typical instances, they assist you 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 at all times researching the tip consumer, or the buyer, Thawani says. On the B2B facet, the shopping for middle has developed during the last decade. As an example, within the SaaS world, the CIO workplace and senior leaders inside IT historically held the shopping for energy, however in the present day a number 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 can be utilizing your resolution. The B2B facet additionally doesn’t require the identical type of scale that client analysis wants with a view to precisely replicate finish buyer sentiments, on condition that there’s extra standardization.

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

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

However in the present day there’s additionally an unlimited quantity of information obtainable to corporations by way of social listening platforms, providing perception into up-to-the-minute conversations and pursuits which can be a strong instrument for product growth.

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

To study extra in regards to the methods insight- and data-driven product growth makes corporations extra aggressive, how you can optimize the cycle from ideation to launch and extra, don’t miss this VB On-Demand occasion.

Watch on-demand totally free now!


  • Figuring out unmet wants from early levels by way of to product launch
  • Methodical approaches to attain crucial 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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