This was a question we studied in our research on B2B VOC skills, which included a survey of 300+ B2B professionals. Some respondents reported a “poor” understanding of market needs while other reported a “good” understanding.
We were surprised at the difference in the two groups’ typical new product success rates: Only 5% of the former group (with poor market understanding) reported their new products were successful over half the time. But 70% of the “good market understanders” reported better than average new product success rates. So instead of hiring more R&D, your shortest path to successful new products might be to understand market needs better.
More in research report, B2B VOC Skills: Research linking 12 VOC skills to new product success
We researched this question with a survey of 300+ B2B professionals, examining these VOC skills: 1) Secure interviews, 2) Proper interviews, 3) Impress customers, 4) Uncover all needs, 5) Probe for meaning, 6) Probe for value, 7) Quantitative VOC, 8) Virtual VOC, 9) VOC debriefing, 10) Prioritize needs, 11) Segment market, and 12) Business case.
Can you guess which skill most differentiated the winners and losers in terms of new product development success? It was #10, Prioritize customer needs. The #2 skill wasn’t even close. So if you’re not conducting quantitative interviews to prioritize customer needs with confidence, you’ve got some serious “upside” to pursue. See 2-minute video, Quantitative interviews are a must.
More in white paper, Market Satisfaction Gaps.