Up to 80% of new products fail. The reality is harsh and the reasons why are endless. Perhaps the new product couldn’t oust a customer favorite. Maybe it looked great but was too hard to use. Or, despite being a superior product, the go-to-market strategy failed.
There’s always risk when building a new product, but you can hedge your bets by understanding exactly what your customers' expectations truly are at every step of the development process.
Check out the report Testing at every stage of development and get tips and real-world customer examples to help you understand how and why to test during: