How to improve your products with market research

Improving your product isn’t about adding new features. It’s about making your products meet your customers’ needs more closely. That could mean enhancing, removing, or tweaking features based on solid insights to boost user satisfaction and functionality.

Before you decide to work flashy advanced features, ask yourself (and preferably, your customers):

• What features do users love, and which ones do they just tolerate?
• Which current features make the user experience more complicated?
• What frequent customer complaints can you address in the next update?
• How do competitor products solve issues that your users face?
• Which improvements will most significantly impact customer satisfaction and loyalty?

Having those answers in mind when you start working on your product offerings, will make sure that they actually provide more value, and that you allocate your resources wisely. Let’s take a closer look at how you improve an existing product successfully, with the user journey in mind. Of course, we’ll also show you some classic examples of business that have nailed the improvement process.

What are the types of product improvements?

Like we said before, if you make product improvements, it is not always about adding a new feature. Below, you’ll find some more product improvement ideas that can improve existing products in a way that’s aligned with what your users really want and need.

Add new features or develop new products

Before adding new features to your products, think about what will truly make the user’s life better.

That means identifying unaddressed pain points, but also revisiting pain points previous versions of the product do touch: are they still the best solution? Can we do more?

Innovate not just for the sake of it, but to fill a real gap or offer a significant improvement over existing solutions. Adding new features should always aim to solve specific problems or improve user satisfaction.

Improve existing products

Look at your current products with a critical eye.

Identify underperforming features, big or small. Sometimes, simplifying interfaces, increasing efficiency, or enhancing durability or even revamping product branding is what keeps your product relevant and satisfying for your customers.

Improving existing features before adding any new features can lead to a better user experience and higher customer satisfaction because it shows customers that they’re heard and understood, and that your team isn’t just showing off innovations.

Increase the frequency of improvements

When it comes to apps or software, it’s not just about if you improve your product, but how often.

Regular updates can keep your product fresh and show your users that there is constant progress, which will give them a reason to stay engaged with your product.

But don’t overdo it—find the right balance so you keep users engaged without overwhelming them, and give them a chance to get acquainted with any changes you make to the product.

Improvements based on consumer feedback

How great is it to see that a product you’ve liked using has implemented a piece of feedback or a feature request that you thought of?

Just image what that does to customer retention. And then, go make it a reality. Because consumer feedback is pure gold, even the ones that are pointing out tiny little details – those could be the quick wins that make all the difference.

Customers will tell you what’s working and what’s not, all you got to do is ask. Use this feedback not just to fix problems, but to innovate in ways that resonate with your users.

Make sure you’re regularly digging for user feedback through various channels like surveys and in-app messages to make sure your improved products are in line with their expectations.

Catch up with new technology

If you want to keep your competitive advantage laser sharp, make sure to stay in tune with what the market is offering.

Stay relevant by keeping up with technological advances. Integrate new tech or materials to improve your product’s performance or appeal. Adoption improvements related to technology can offer significant competitive advantages.

Connect to other products

Don’t look at a product improvement as something you do one product at a time.

Sometimes all that’s missing is a link with another product. Make sure your product works well with other products or platforms your customers use. Compatibility can make your product indispensable and extend its lifecycle. Obvious integrations with popular platforms can boost user satisfaction and retention and give you new customers quickly, without necessarily having to set up a campaign for this new target group.

How to set up continuous product improvement for your brand

Product improvement isn’t a one-time project per product; it should be a core part of your company’s innovation strategy, whether it’s for new product development or regular updates.

Use market research, consumer insights, and competitive analysis to inform your strategies. Here are some steps you shouldn’t skip.

Get stuck in with advanced analytics

Use advanced data analysis tools to understand market trends and consumer insights.

These tools don’t just give you a better view of what’s going on in the market currently, they can also help you predict future trends and guide your product improvements.

With predictive analytics, machine learning, and AI you can make sure your teams are always one step ahead and can jump on feature requests quickly.

For instance, by analyzing large datasets, you can identify subtle shifts in consumer preferences before they become mainstream trends. This proactive approach allows you to stay ahead of the curve, and you make sure your product improvements timely and relevant.

• Integrate AI and machine learning for more precise trend analysis.
• Use real-time analytics to monitor changes in consumer behavior instantly.
• Combine multiple data sources for a comprehensive view of market trends.

Synthesize customer feedback into actionable insights

Use advanced sentiment analysis to uncover the emotional undercurrents in customer feedback and make deliberate improvements to change that sentiment for the better. This helps you address not just obvious flaws but also subtle aspects of the user experience.

Look beyond standard surveys; leverage text analysis on social media mentions, reviews, and customer service interactions. By understanding the emotions and motivations behind customer feedback, you can tailor your improvements to address deeper, often unspoken needs.

• Employ text mining tools to analyze large volumes of qualitative data.
• Focus on emotional drivers behind customer feedback for deeper insights.
• Regularly review and update your feedback analysis techniques to stay current.

Improve the experience, not just the design

Focus on how people use and feel about the product.

Simplify the user interface or enhance customer support to make the product experience smoother and more enjoyable. Think about the entire customer journey.

For instance, optimizing onboarding processes can drastically improve first impressions, while ongoing customer support enhancements ensure long-term satisfaction. Use journey mapping to pinpoint pain points and opportunities for delight.

• Use customer journey mapping to identify and fix pain points.
• Implement user feedback loops to continuously refine the experience.
• Prioritize features that enhance usability and customer satisfaction.

Conduct iterative usability testing

Implement a cycle of rapid prototyping and testing.

Use A/B tests to experiment with different improvement options and ensure real usability enhancements. Move beyond basic A/B testing and incorporate multivariate testing to explore how multiple variables interact.

Additionally, consider usability testing in real-world environments to see how your product performs in the wild. This iterative process ensures that each change is genuinely beneficial and user-approved.

• Combine A/B and multivariate testing for more comprehensive insights.
• Conduct field tests to understand product use in real-world scenarios.
• Iterate quickly and integrate findings into the next development cycle.

Develop a segmentation strategy using behavioral data

Classify consumers based on usage patterns and engagement levels.

Tailor improvements to user habits for more relevant updates. Instead of relying solely on demographics, dive into psychographics and behavioral data to create dynamic segments.

Understand what drives different user groups and customize features or content to match these motivations. Behavioral segmentation allows for highly personalized user experiences, increasing engagement and satisfaction.

• Use behavioral data to create dynamic, real-time segments.
• Personalize features and updates to match user behavior and preferences.
• Regularly reassess segments to keep them aligned with current user trends.

Establish dynamic goals linked to real-time feedback loops

Set improvement goals that evolve based on ongoing consumer data. Continuously adapt and refine product features to align with user expectations. Implement real-time analytics and feedback tools to monitor user interactions as they happen.

Use this data to set dynamic, flexible goals that can shift as new trends and user behaviors emerge. This approach ensures that your product remains relevant and continuously aligned with user needs.

• Use real-time data to adjust goals and strategies dynamically.
• Incorporate user feedback into regular sprint planning sessions.
• Set flexible goals that can adapt to changing user needs and market conditions.

Implement agile development cycles

Use agile methodologies in your product development process. Let feedback and data analysis directly influence development stages for quicker market adaptation.

Agile isn’t just about speed; it’s about responsiveness. Implement sprints that incorporate continuous user feedback, and ensure cross-functional teams work together seamlessly. This approach not only speeds up development but also aligns it closely with user needs and market demands.

• Incorporate user feedback into each sprint cycle.
• Facilitate cross-functional team meetings to ensure alignment.
• Use agile retrospectives to continuously improve the development process.

Foster a culture of continuous innovation

Encourage a company-wide culture of constant innovation and improvement. Make it a strategic priority to seek out and act on advanced insights. Promote a mindset where every team member feels responsible for innovation.

Regularly hold innovation workshops and hackathons to encourage creative problem-solving and fresh ideas. Foster an environment where experimentation is encouraged, and failure is seen as a step towards success.

• Organize regular innovation days or hackathons.
• Encourage cross-departmental collaboration to spur new ideas.
• Celebrate both successes and failures as learning opportunities.

Collaborate in cross-functional teams for holistic improvements

Bring together teams from R&D, marketing, customer service, and analytics. Ensure improvements are informed by diverse perspectives. Cross-functional collaboration breaks down silos and ensures a holistic approach to product improvement.

For instance, customer service can provide insights on common issues, while marketing can offer perspectives on consumer trends. This comprehensive approach ensures that product improvements are well-rounded and address multiple facets of user experience.

• Schedule regular cross-functional team meetings to discuss improvements and review results from your market analysis.
• Use collaborative tools to share insights and track progress.
• Ensure all departments have a voice in the product development process.

Examples of product improvements that paid off

Think of a product you started using years ago, and still use to this day. What changes did it go through? Is there a particular feature that made you stick around, or the fact that a new feature was released regularly? There are more ways than one to get product improvement right.

Here are some examples of how big names used continuous product improvement to attract new customers, while also keeping existing users happy.

Fitbit

Fitbit evolved from a simple activity tracker to an all-encompassing health and wellness tool. Early models tracked basic metrics like steps and calories burned. Today’s models incorporate advanced health monitoring tools such as heart rate sensors, sleep tracking, and even stress management features. Fitbit’s strategy to integrate advanced health metrics diversified its offerings and solidified its reputation as a leader in wearable technology.

What can we learn from Fitbit’s product improvement journey?

• Continuous innovation: Fitbit didn’t stop at basic tracking but continuously added valuable features that addressed broader health and wellness needs. They didn’t just focus on big changes: with small, subtle improvements, they solidified their proposition and made it a widely-loved product.
• User-centric development: by focusing on what users wanted, rather than following fleeting trends in the market, Fitbit was able to maintain relevance and loyalty in a competitive market.

Google Maps

Google Maps started as a straightforward navigation tool. Over time, it expanded to include features such as place reviews, real-time traffic updates, and location history. This expansion into community-driven features transformed it into an essential travel and local exploration tool. It now even comes with built-in AI.

What the development of Google Maps teaches us about product improvement:

• Community engagement: Don’t just look for ways to improve your product within your business. Incorporating user-generated content like reviews and photos made Google Maps more interactive and trustworthy, and built social proof into the product.
• Integrated services: It’s all in the details. What’s the point of getting from A to B when you get there and the restaurant is closed? Combining navigation with services like restaurant reservations, opening times and ride-sharing streamlined the user experience, making it a one-stop app for travel and exploration.

Dyson

Dyson’s vacuum cleaners were great to begin with, but evolved with cyclone technology for better suction and bagless dust management. Then Dyson applied a similar strategy to their hair dryers, by using controlled airflow to prevent heat damage, and going completely viral for changing the shape of the well-known hair dryer. Their focus on innovative solutions to common problems sets new industry standards and improves everyday life through technology.

The key takeaways from how Dyson does product improvement

• Market leadership: Instead of focusing on new products, they wanted to become the best of the best in the categories they were in, with products they were good at. By continuously pushing the boundaries of product performance, Dyson established itself as a premium brand.
• User-focused design: focusing on user pain points—like the inconvenience of vacuum bags or heat damage from hair dryers—Dyson created products that deliver tangible benefits and improve everyday life. They didn’t think within the guardrails of waht existing products looked like, and that’s what made them stand out.

Best practices and product improvement tips to keep you on track

Prioritize user-centric design

Always start with the user. Use design thinking methodologies to solve real problems, rather than just implementing new features or slightly tweaking an existing feature. Regularly update your user personas and journey maps to reflect current customer behaviors and expectations.

This approach keeps your product development research and process focused on real-world needs and prevents feature bloat. Collect user feedback through surveys and in-app messages to ensure you’re addressing the right issues.

Leverage qualitative data

While quantitative data tells you what is happening, qualitative data explains why. Incorporate customer interviews, usability tests, and ethnographic studies to gain deeper insights into user satisfaction and pain points.

These methods allow you to uncover hidden issues and understand the emotional and practical reasons behind user behavior, leading to more meaningful improvements. Pop-up surveys and in-app announcements can help gather this valuable feedback.

Implement A/B testing rigorously

Design A/B tests that provide actionable insights and directly relate to your key performance indicators. Test not only major features but also minor tweaks.

For instance, A/B testing different versions of a call-to-action button or a new layout can provide valuable data on what drives user engagement and satisfaction. Always make sure that your tests are statistically significant to draw reliable conclusions. Validate ideas through continuous testing.

Integrate cross-functional feedback early and often

When looking at market research for new product development, always involve teams from sales, customer service, and marketing to get diverse perspectives on how product changes might affect different aspects of your business.

This collaboration helps ensure that improvements align with overall business goals and customer expectations. For example, customer service teams can provide insights on recurring issues, while marketing can help tailor product features to better match consumer trends. Cross-functional collaboration ensures all aspects of the user experience are considered.

Adopt a phased rollout strategy

Introduce improvements in stages to minimize risk. Start with a small segment of your user base to collect data on the impact before a full rollout.

This phased approach allows you to gather feedback and make necessary adjustments, reducing the risk of widespread issues and ensuring a smoother overall transition. Use in-app messages to inform users about newly added features and collect feedback.

Encourage a culture of continuous improvement

Foster an environment where feedback is actively sought, valued, and acted upon. Encourage your team to regularly challenge the status quo and brainstorm innovative solutions. Create channels for employees at all levels to contribute ideas and feedback.

This culture not only drives product innovation but also boosts employee engagement and morale. Highlight success stories to demonstrate the value of continuous improvement.

Monitor industry trends and competitor moves

Stay informed about what’s happening in your industry and what your competitors are doing. This can help you anticipate market shifts and adapt your product strategy proactively. Use tools like SWOT analysis to assess your strengths, weaknesses, opportunities, and threats in the context of the competitive landscape.

Regularly review industry reports, attend conferences, and engage in professional networks to stay ahead of trends. This proactive approach keeps you prepared for potential improvements.

Leverage co-creation with customers

Involve your customers in the product development process through co-creation sessions. Invite them to share their ideas and feedback on prototypes and new features.

This direct involvement can lead to more user-centric products and fosters a sense of loyalty and investment in your brand. Co-creation can also reveal optimal solutions that might not emerge from internal brainstorming sessions alone.

Improve your product with data-based decision-making

Leverage detailed market insights to ensure each improvement aligns with actual consumer needs and market demands. Ground your decisions in data to enhance product quality and boost customer satisfaction and retention.

• Regularly update your market research.
• Use product research surveys for specific feedback.
• Analyze customer usage patterns with analytics tools.

For ready-to-use tools to gather and analyze data, explore our concept testing and product research survey template. This resource streamlines your research process, making it easier to collect and act on valuable consumer insights.