Asking around pays off: the benefits of user research

When creating something new, it's always a good idea to get input from your target audience. After all, while you know a lot, doing so may reveal a few blind spots. I was recently working with a client to rename its company and we had been gravitating toward a particular option. Mostly because of the seniority of the options advocates. For the purposes of this post, let us refer to it as The Healthtech Company. The Healthtech Company wanted to find a name that aligned better with its future outlook.

Here are three reasons why you should always ask your target audience for feedback:

1. You might be surprised by what they have to say.

2. It can help you avoid potential pitfalls.

3. It can simplify your decision-making.

We did some interviews with select stakeholders, including an investor, to get a feel for what a successful new name would entail, and after going through many names had finally settled on 3. Even though each of the 3 names had internal supporters, I know that asking members of your audience for feedback can help you avoid potential pitfalls, and might even reveal some unexpected insights.

When it comes to strategy and branding, health tech is a rapidly changing field. Getting input from your target audience can help you stay on top of changes in the health tech landscape, and it can also help you fine-tune your strategy and branding. We conducted a quick survey of consumers to see if their sentiments aligned with ours. Surprise! They didn't! In fact, a name that we considered 'cool' garnered lots of negative sentiment.

What we found is that it made it easier to eliminate one of our selections. So we can, with confidence, make a recommendation to the leadership team that resonates with potential consumers.

If you're not already incorporating feedback from your target audience into your decision-making processes, now is the time to start! Just ask them what they think - you might be surprised by the result.