Test and validate

Once the last GO decision is made in the previous phase, the organization commits to the completion of the product (prototype) or service. When the development is complete, a renewed phase of testing and validating has to be undertaken. This step should be already scheduled within the time allocated to the project.


When testing the developed products/services most companies can rely on well-established processes within their own project management processes: it is recognized that consultation with the


customer about the operability and likely acceptance/adoption of the idea is very important and clearly recommended. In the articles below you will find further recommendations and tools for the testing stage:





When selling new products, the seller will often receive a “no” from a potential customer. This "no" contains information that the seller can use, partly to improve her/his argumentation on customer benefit, partly to determine to which buyer category the potential customer belongs (pioneer, early majority buyer, late majority buyer or latecomer).


For a company to keep its customers happy and to minimize the risk of them spreading negative rumors/stories about the products and/or the company, the attitude and work done by the service organization is important. To check this, management can use the same improvement feedback arrangement as for checking up on the sales organization.


This is the final step before commercialization. The objective of this marketing phase is to test all the variables in the marketing plan, including different elements and characteristics of the product. This stage represents the launching of the total marketing program, albeit on a limited basis.