Process
Launch research timeline for product marketers
A research timeline for a product launch, from a concept test eight weeks out to a retention check three months after. Before launch it covers concept interviews, a message resonance survey and a pricing check. After launch it covers interviews with the first buyers, with prospects who said no, and with early customers at month three. Use it to plan launch research alongside the launch plan. Koji runs the interviews at each step.
Where this appears
What's in this process
- Concept test, 8 weeks out: Interview 10 to 15 target prospects. Show positioning, value prop and a mockup, and ask what it does and who it's for.
- Message test, 4 weeks out: Survey 200 to 500 people on hero copy, subheads and calls to action, with ranking and scale questions.
- Pricing check, 2 weeks out: Run Van Westendorp or Gabor-Granger on the new product.
- Win interviews, week 1: Talk to the first 5 customers who bought. What pushed them over the edge?
- Lost-deal interviews, week 4: Talk to 10 prospects who said no, and find out why.
- Retention check, month 3: See whether early customers still use it and whether they're moving up a tier.
Use this image
Free to use in your docs, decks and posts under CC BY 4.0, as long as you credit Koji with a link to this page. To embed it, paste this into your page:
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<a href="https://www.koji.so/visuals/product-launch-research-timeline"><img src="https://www.koji.so/visuals/product-launch-research-timeline/product-launch-research-timeline.png" alt="Process of a launch research timeline: concept test, message test and pricing check before launch, then win, lost-deal and retention interviews after." width="1080" height="1080" /></a>
<p>Source: <a href="https://www.koji.so/visuals/product-launch-research-timeline">Launch research timeline for product marketers</a>, Koji</p>
