The Power of Curiosity in Research and Product Development for Greater Product Adoption

For senior marketing professionals entrusted with the responsibility of crafting compelling brand narratives and shaping effective product strategies, the confluence of research and product development represents a critical crossroads. Long before a product can be marketed, the way it was created greatly influences how marketing messages can be used to inspire greater adoption. Curiosity emerges as a powerful driving force, not just within the research process but throughout the entire process of product development. 

But how does curiosity fit into the scope of research and product development? How does it guide work to create greater product adoption and increase brand loyalty? 
In our work at Simply Strategy, research serves as the bedrock of any successful program or product development plan, from building a health plan to designing community engagement and education programming. In this context, research entails the collection of invaluable insights, the meticulous execution of surveys, and the adept utilization of diverse methodologies to steer pivotal decisions in product development. The desired outcome is to discover consumers’ unmet needs and create a product or service to meet those needs in a way that is meaningful to the customer, is positively received, and elicits loyalty. 

However, before delving into the symbiotic relationship between research and product development, it is incumbent upon professionals in this field to recognize the pivotal role that curiosity plays in driving their quest for understanding consumer behavior, preferences, and market dynamics. Harnessing the power of curiosity early in the research and product development process can make all the difference. 

Why Curiosity Matters

• What unmet needs are concealed within the consumer landscape? 
• How can products be crafted as authentic solutions to real-world challenges? 
• What is the consumer not able to articulate about their past experiences?
• Is there an opportunity to innovatively approach the unmet needs from a different perspective? 

These inquiries propel teams toward the creation of products that resonate deeply with their intended audience. They give marketing teams the data to market products effectively, tying the messages back to the key motivations for buying the product. In the healthcare industry, these inquiries are critical in so many different areas. Our clients ask these questions when developing new ways to engage their patients, providing a new service in a specific area, as well as understanding the communities they serve or hope to serve with a new offering. 

Curiosity Clarifies Market Positioning that Creates Better Messaging

• What are the stories the consumer tells themselves about their need for this product? 
• Where does this product fit in the consumer’s buying journey? 
• What do consumers currently think and feel about similar products or services?
• What key benefits resonate most with our target audience?
• Are there any misconceptions or misunderstandings about our products that need to be addressed?
• What are the key pain points or desires of our target audience, and how can we address them effectively?
• What can we learn from competitors' positioning and messaging strategies to stand out in the market?
• Are there any emerging trends or shifts in consumer behavior that we should be aware of and incorporate into our positioning and messaging?

Curiosity Supports Iterative Success

Armed with research-backed insights, professionals are equipped to navigate the complex terrain of decision-making throughout the product development process, from concept to positioning in the market. But keeping curiosity alive throughout the whole process means building in the expectation that questions are welcome. Remaining curious throughout a product development process is key to achieving the desired outcome of developing a product that not only solves the consumer’s pain points but also appeals to them and resonates all the way through each of the buying stages. 

Bringing a team through a full process of research and product development can be a long journey. Along the way, keeping curiosity alive is imperative for building meaningful products that last. So, what are the keys to maintaining curiosity through a project? What can be gained at each stage to make this commitment so valuable? Broken down in phases, we provide some insight into how curiosity can improve each stage, from problem identification to prioritization of actions. 

Curiosity During Problem Identification

Once the problem your product aims to solve is identified, curiosity should drive probing questions to uncover where the needs and gaps exist, how consumers currently address these issues, what alternatives they consider in the absence of your product and more.  

Curiosity During Client Collaboration

Collaboration with clients is paramount, but clients can often introduce bias into the conversation unknowingly. Use the power of curiosity to get clear on the hypothesis so you know you are starting from a point of as much objectivity as possible. Unwanted bias can also extend to the research team, so include those who will conduct the research in collaborative conversations with the client. Allowing the research team to ask probing questions can work to eliminate bias and start the project with greater clarity.  

Curiosity During Product Creation

While great questions at each stage prod teams to ensure the product aligns seamlessly with the identified consumer needs, curiosity drives more meaningful questions like, “Is there a better way to solve this problem?” In this way, product development teams must go beyond consumer feedback and suggestions and push innovation further than what consumers identify as possible solutions. As Henry Ford famously said, “If I had asked the consumer what they wanted, they would have said a faster horse.”Curiosity during product creation provides an opportunity to rethink ways of meeting the same needs differently, and if true innovation occurs, a higher adoption rate is realized. 

Curiosity During or Usage Testing

Once the product is ready for consumer testing, remain curious about how it will be used by consumers. Identify the different use occasions and remain open to additional use cases. If conducting in-person UX tests, carefully observe how customers engage with and use the product. Instead of offering instructions, allow the consumer to “discover” how to use the product, which will provide a better understanding of the intuitive nature of the build. When roadblocks occur, ask the consumer how they might solve for it. Obtaining feedback about whether or not the product fully addresses the problem or simply provides a partial solution is often a pathway to true innovation.

Curiosity During Prioritization of Actions

No one has an unlimited budget when it comes to research and product development. Chances are, even some great ideas will have to fall on the cutting room floor. In situations where budget constraints or vast scopes exist, prioritize your research efforts instead of relying on the same processes or favorite methodologies. Instead, get curious about which actions could yield actionable insights promptly or what new methods could be considered to test a hypothesis more directly. Incorporating curiosity into research and product development processes is the key to delivering customer-centric solutions and effective marketing strategies. By fostering a culture of curiosity, marketing professionals can bridge the gap between research and product development, ensuring that their brands resonate deeply with consumers and maintain a competitive edge in the market.

At Simply Strategy, we know that getting a product or service to market can be hard. Investing in proper research takes time, but strategy pays for itself when you bring the right people in to solve the problem – even complex ones. Using data to support your next offering is a smart business play. Starting from a place of curiosity drives better innovation, better customer experience and better business outcomes.