Why product testing is essential before launch

Good ideas aren't enough: Why product testing is essential before launch

Bringing a new product to market is an exciting step – and at the same time one of the riskiest in the entire innovation process. Marketing teams spend months working on strategy, positioning, taste, and packaging. Yet despite all that care, one crucial question often remains unanswered: will the product truly resonate with the target audience?

Launch failures are costly – and more common than you think

Studies show that around 80% of all new products disappear from the market within the first two years.¹ There are many reasons for this – but one key factor runs through nearly all of them: decisions were made without solid consumer validation.

That well-known gut feeling, internal tastings, or the opinion of a closely-knit project team simply aren't enough to predict the behavior of a broader audience. The market reacts differently – sometimes unexpectedly, sometimes brutally honestly.

A product launch is an investment – and it needs to pay off

The average cost of launching a product in the food industry quickly reaches six figures – depending on the category. From product development to design and packaging, production, distribution, and marketing: every link in the chain costs money. And every step comes with high stakes.

Anyone making that kind of investment should ensure the product not only convinces internally, but also stands a real chance with consumers.

Target group validation – not a luxury, but a key to success

That’s where central location tests come in: through controlled product testing with real consumers from the target audience, taste, concept, packaging, and buying impulse can be evaluated objectively – before major investments are made. At Normec Sensory, we conduct these tests using our own consumer panel. Fast, flexible, and practical, they deliver the data marketing teams need to make confident decisions – and significantly reduce risks.

Conclusion: Innovation needs a foundation of certainty

Innovation is the lifeblood of any strong brand – but it can only reach its full potential when built on a solid foundation. Those who rely on genuine consumer feedback before investing are not only acting more wisely, but also more economically.