How to Conduct Market Research for a Product That Doesn’t Exist (Yet!)

It’s been a little while now since the passing of the inimitable Steve Jobs, and questions were swirling about the future of Apple without him. While we can’t speak to Apple’s current market research strategy, we know that under the leadership of Mr. Jobs, consumer insights were of little importance. After all, when asked what research had been conducted during product development of the first iPad, Jobs responded with,

“None. It isn’t the consumer’s job to know what they want.”

In the case of the iPad, turns out market research wasn’t the key to success: but was its lack thereof? Did the lack of customer opinion pave the way for a completely new product, and if so, should your exciting new product follow Mr. Jobs’ lead and forgo research?

Though The Product May Not Exist Yet…

It’s important to note that the iPad basically carved out a brand new niche in the category of tech devices (unless you think of it as just a huge iPhone), so the assertion that consumers don’t know what they want makes sense for a breakthrough products like this one. In a case like this, you would be asking your customers to use their imagination, rather than tell you about their experiences and what they like or don’t like about the products they use today. So yes, to someone as future-thinking and visionary as Jobs, it’s probably not particularly helpful to ask respondents to just invent a dream product—but we can’t all be the next technological luminary.

…The Potential Customers Probably Do.

Market research does more than convey what consumers want from your product or service. It identifies new opportunities and solves old problems, and brands can only benefit from getting insights they may not have otherwise, regardless of how new or unheard-of the product may be. And since your big idea solves an identifiable consumer need (right?), you can bet those needy consumers are already out there, waiting to offer their insight.

Of course, there is always the exception to the rule, no matter how rare. It could be that your product is so new that it carves out a whole new market. But this is pretty rare: even the iPad is still a recognizable form of personal computers. Far more likely is that your product is a simpler or cheaper option in an established category, so you already have many of the tools you need to identify and target potential customers.

So How Do You Research Them?

Now that you know the consumers are out there, here’s how you can start conducting the relevant market research to ensure that your project will have the best launch possible.

1.    Identify Your Market.

Beyond validating that a consumer need exists for your product, benchmarking current frustrations and limitations that your potential customers have with industries and products similar to your own invention will help illustrate what your potential market expects of you. There may be temptation to ask consumers point-blank exactly what they want, but this is rarely as effective for unfamiliar products as it is for established ones. (Mr. Jobs had a point there.)

2.    Find Your Target Audience.

Now it’s time to narrow down the market to the consumers who fit your product. Qualitative research is a great way to ask respondents about their degree of interest in your future product while gathering information to help determine what potential segment they could fall under. However, don’t be disheartened if your findings reveal that people are not interested in or impressed by your concept. Like the Bumble Bee Foods innovation team learned, it’s better to sniff out a flop as early as possible using agile market research methods, and then modify and reiterate from there.

3.    Get a Prototype in Their Hands.

To counter any biases in your research and gain further market intelligence, it may prove helpful to develop a prototype for your target audience in order to observe and articulate reactions. Individual reactions to a physical product may differ from their responses to the intangible concept. As one of Google’s product marketing teams has discovered, usability tests and prototype iteration are key aspects of fruitful product innovation. Additionally, respondents may suggest changes that could only be informed by first-hand experience and comparison to similar products, so take advantage of the chance to further optimize your product.

4.    Incorporate Feedback Early and Often.

By including potential customers in your ideation and testing activities, you’re helping to ensure that there will be people willing to pay for your offering when it launches. Think of these consumers as an extension of your research team, contributing meaningful feedback that adds to your product’s value and improves its overall odds of customer satisfaction. Incorporating the consumer’s journey into your product’s journey will not only help your team make informed decisions, but will also help your product align perfectly with your target audience.

It’s true: some customers don’t know what they want, especially if the thing they’re supposed to want doesn’t exist yet. But their purchase history, attitudes toward similar products, and research-driven feedback can provide invaluable insights into the future of any product. No matter how original you believe your concept to be, there’s a way to leverage market research in your product innovation and ensure your future customers are ready to be wowed.