At the product development stage, innovators may want to keep the following in mind:
- What consumer need is your product tackling? (Otherwise known as "consumer insight").
Example: 'I need to hang up a picture in the easiest way (as I am rubbish at DIY). I am looking for an easy-to-use solution that will help me to do it, but I also want my picture to look neat and stay in its place without falling off'.
- What are the key product benefits that address this need?
Example: a product that is suitable for DIY newbies, easy to use and provides solid hold.
- Which features might help people to believe that your product is, in fact, the best solution for them? (So-called RTBs or reasons-to-believe.)
- Who might be interested in your product
That's the target audience, socio-demographic profile, buying behaviours, and sometimes additional information such as usage.