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Running advisory boards
We use advisory boards to get user buy in at an early stage but often struggle with the "right" time - do we wait until we have a reasonably mature product and risk big set-backs if we get unexpected feedback? Or do we show them a half-baked design and hope they have enough there to give us useful input?
2 answers
Hi Carolyn, as with most qualitative new product research, it is important to set and have appropriate expectations for your panelists feedback.
Panelists can deal pretty well with responding to a rough prototype, if you are asking them for feedback on particular types of functionality or to communicate an idea that can't be easily described without something physical.
However, if you don't set expectations and simply ask for feedback, the panelist is likely going to set their own context and compare the prototype to a finished product.
Testing prototypes is absolutely the best way to enhance your product development. Consumers are going to be fine with a mock up as long as you ensure that you probe the product/brand positioning and then show the mockup and probe for specific attributes. Lastly. once all respondents have participated, then ask the key price question...you need to know if consumers will or will not buy at a specific retail.