Market testing of your new innovation will give you invaluable information required for full operational implementation of your GTM plan and is a key element of Commercialization. Companies often test product – but to a lesser extent objective market response. A market testing approach need to be aligned with the actual status and capabilities – and Objectives , approach and expectations form an overal market testing activity. It may be necessary to rund the test activities a number of times throughout the commercialization period.
A Market testing program typically involves 1: Portfolio validation 2: Partner confirmation 3: Commercial assesment
Commercial Assesment example following a guided survey approach.