Customer story
How Heights launches NPD with rapid customer insight
Relying on real customer data rather than gut instinct
1k
95%
2
The Challenge
Heights needed way to gather feedback and insights on the new products they were developing, despite being a lean team without a full research function in-house. They had two main objectives:
Gain valuable customer insight on purchase intent and positioning to more accurately generate revenue projections for NPD.
Create pre-launch hype. Specifically, a quick and easy way to generate product reviews, rank key benefits and validate messaging before launching.
The Process
1
Heights recruited a testing community of almost 1k testers through Sourcerie, from a targeted group of their most loyal customers.
2
They run regular projects using Sourcerie with each automated end-to-end - from shipment of sample orders to feedback surveys sent via email to collect responses and reviews.
3
They’ve achieved an average 95% response rate, completing each project end-to-end in 2 weeks.
The Result
Guaranteed launch day success
By testing with their owned panel, the team gathered insights into usage habits and benefits ranking - validating whether their top benefits aligned with product messaging and positioning using real customer data instead of gut instinct.
This also gave them clear direction on key Product Marketing objectives like perception claim generation, while also collecting star ratings and testimonial reviews to feature on their PDP, helping to boost launch day conversion.
Revenue projections based on real data
By asking testers about purchase intent, Heights could make accurate revenue projections. They also uncovered their customers’ pre-purchase journey and key purchase levers to inform positioning, and gathered competitor benchmarking data to predict market success.
