The Highlight Blog

Product Testing for Beginners: The Complete Guide (2021)

Before we get into a Q+A with our CEO Dana, let's start with the basics of product testing. So, what exactly is product testing?

Simply put, product testing is the process of gathering feedback directly from potential customers about your product. This could be targeted to look for a wide range of specific insights like usage behavior, consumer preferences or reactions to a product. Product testing usually occurs when launching a new product, but can be done at any point, helping you refine, optimize or validate your product. 

Innovation in CPG - The 5 Step Process

Launching new products is hard. Innovation today is more challenging than ever, in a rapidly changing landscape of consumer needs, saturated product categories, and shifting consumer attitudes and behaviors. At its most basic, the innovation process goes like this: