Dialoging on MVP, Lean Startup, and Ways To Do Market Research to Assess New Products for Entrepreneurs

Last June David J. Bland posted on Medium a really good piece: "7  things I've Learned About Lean Startup" here: https://medium.com/@davidjbland/7-things-i-ve-learned-about-lean-startup-c6323d9ef19c#.qwkt8s6fq. I liked it and here's how I responded and commented on it. 

It's a really good explanation of the dangers and some pitfalls re: how MVP is understood and commonly used these days in the real world of start-ups. I’d like to springboard from these three gems of truth from David's point #2:

  1.  “…the customer determines if it is Viable”
  2. “It takes weeks or months of experimentation to see if there is a there, there. Remember that the goal of the MVP isn’t to scale or generate revenue, it’s to learn in the market by generating qualitative & quantitative data.”
  3. “You use that data combined with your vision to then, in turn, make a more informed investment decision.”

How right he is in today’s environment and context. But what if there is a way to tap David's truth #1 (above), with a faster more comprehensive method (addressing his truth #2), that in one pass robustly supports his truth #3?

So, what’s still needed (and, I'll argue, is now found) is an alternative method for obtaining decision-worthy market feedback and insights on a new consumer product (idea or concept).  Recently invented (by me), this market research service assesses product — market fit for new consumer products and is called: Q3 Market Assessment. It integrates efficient standardization of method and measures, with customization to each client’s product and category, plus easy access to balanced rep samples of US households (N=1,000), ending with a report and presentation. 

A hybrid service, Q3 Market Assessment was explicitly designed to bridge the yawning crevice between:

A. Elaborate full service big budget marketing research consulting engagements


B. “Agile” (though often “fragile”) D-I-Y research tools or “platforms” that follow highly iterative, time-consuming hands-on processes (see point #2 above) that typically serve up a few ounces of learning per helping. 

Instead, Q3 Market Assessment brings together the other — and better — parts of both worlds (traditional, full service big brand market research and online “real-time”, “on demand” amateur polling) at a very reasonable cost with short (but not too short) turnaround. To me, it completes the marketing research menu by filling a big need gap. Am I right?