I have just finished listening to a podcast dedicated to the R&D of a new product — from the prototype phase, to marketing validation, to large-scale production, then to industrialisation and finally to the final launch. I was particularly struck by the fact that marketing validation is positioned before any massive investment, including raw materials, human costs, and industrial start-up.
This logic reminded me why, in my business, I consider marketing research not as an "extra", but as an essential prerequisite. Launching a product without having previously measured the expectations, needs, desires, and perceptions of your future customers is like navigating blind... with real financial and strategic stakes.
What is a marketing study or research?
Market research— or more broadly "marketing research" — consists of analysing the environment of a product or service: the proposed offer, the demand, potential customers, competitors, but also trends, usage, distribution channels, and positioning.
Depending on the stage of development, the study can take different forms: questionnaire, panel, qualitative study, prototype testing, pilot launch in a limited market, etc.
The objective is to answer — before committing — the questions: what to produce? for whom? How does this product meet a need? what is the demand? which channel to use to sell it? what is the fairest price?
Why is marketing research essential before launching a product?
🔍 Reduce risks, limit uncertainties
Developing a product is expensive — R&D, raw materials, industrialisation, production, logistics, etc. If a new product does not find its market, the losses can be significant. A good market study identifies from the outset the weak signals, such as low appetite, unmet expectations, or a saturated market. The risks of failure are thus considerably reduced.
Moreover, testing an idea through a prototype or conceptbefore launchingthe industrialisation (what is sometimes called “concept testing”) allows us to verify that the product truly meets the needs or expectations of consumers.
🎯 Understand the needs, expectations, and behaviours of consumers
Well-conducted marketing research provides real knowledge of the target: what are their needs, constraints, motivations, usages, and preferences. Marketing research allows for the design of a product not just “because we think it will work,” but because we are certain with certainty that it meets a real need.
Marketing research can focus on functionalities, design, packaging, price, distribution method, as well as communication. These are all levers that can be adjusted to maximise the chances of success.
💡 Identify opportunities or niches — differentiate yourself
Through the analysis of competition, existing uses, and unmet expectations, market research can reveal gaps: unmet needs, under-exploited segments, expected features… All opportunities to design a differentiating product, with a strong value proposition.
The company can thus position itself strategically, by targeting a specific market, or by standing out through innovation, quality, or adaptation to actual demand.
🛠️ Make informed decisions — design, pricing, marketing, strategy
A data-driven approach — rather than intuition — provides a solid foundation for making key decisions: which version of the product to launch, at what price, for which segment, with what marketing message, using which distribution channel… In short, it transforms a risky project into a controlled launch, with structured and thoughtful decisions.
📈 Optimise the launch… and adjust afterwards
The study does not stop at the launch. It can also be used in the post-launch phase to measure satisfaction, evaluate feedback, adjust the offer, update prices, and optimise communication based on market reality. This post-launch follow-up thus increases the chances of sustainability by adapting to changes.
Boost your impact with our research and marketing services — your competitive advantage
When you offer project holders or companies a marketing research service, you give them a safety net— in other words, you reduce uncertainty, you anticipate needs. You enable them to launch a product with a clear vision of the market and demand.
Your strategic advantage is based on the fact that you are not just selling an idea, you are selling the trust, the management of risks, the optimisation of resources, the relevance of the product, the validity of the positioning. Furthermore, you allow for differentiation of the offer through the identification of segments or niches. Thus, you can meet specific needs and adapt the offer or message. It is this differentiation that will align your product with market desires; it will not be a product 'like any other'.
In short: offering market studies is not a luxury — it is a lever for success.
Conclusion — A strategic step, not just a gadget
The fundamental message I take from this podcast (for the record: mock-up → prototype → industrialisation → launch) is that technique alone is not enough. Indeed, it is the relevance of the market that gives meaning.
Marketing research is like a compass. It indicates whether the product meets a need, whether the target exists, whether the efforts and investments are worth it — even before launching industrialisation.
For you, entrepreneur, project leader or SME, investing in a marketing study is investing smartly. It is about anticipating, minimising risks, maximising chances of success, and above all ensuring that the product you are launching — your project — has a real audience.
👉 In terms of innovation or product launch, market research is not an option among others — it is essential.
Here is the link to the podcast: #280 - Interview with the Head of Research and Development (R&D) at Fromarsac