Vous lancez un nouveau produit. Comment hiérarchiser les demandes de fonctionnalités des clients par rapport aux tendances du marché ?

Uma boa maneira de priorizar funcionalidades e futuros lançamentos é estimando o potencial de receita de cada uma delas. Além disso, entender o esforço que será empregado na concepção, desenvolvimento e entrega destas features. Uma terceira camada para priorizar, é entender o tamanho do mercado potencial para esta novidade e uma quarta seria a adoção destas novidades. Em resumo eu olharia 4 vertentes: esforço, potencial de receita, taxa futura de adoção da solução (interesse do público) e tamanho do mercado disponível.

When launching a new product, balancing customer feature requests with market trends is crucial: Start with the Vision: Anchor decisions in your product's core mission. Personal story: When I launched our integration product, staying true to our vision helped us avoid feature bloat. Prioritize Customer Impact: Assess which features solve the most pressing customer problems. Monitor Market Trends: Align requests with broader industry shifts. Example: We adapted to the growing demand for mobile-first solutions. Use a Scoring System: Rank features by impact, feasibility, and alignment with trends. Always ask: Will this feature drive value and keep us competitive?

In order to understand your target audience - you should find out where they hang out online, what they read, what they complain about, and what they value. This is crucial. It can be a good idea to test the impact of your points uncovered here - with smaller campaigns to gather data and refine the strategy before committing fully.

When launching a new product, understanding your customers' needs is crucial, but it’s just as important to be selective about which requests you act on. Start by really listening whether through surveys, interviews, or beta tests and look for patterns in the feedback. These recurring themes are your best indicators of what features will truly resonate with your audience. But remember, not every suggestion will fit the bigger picture. The challenge is to prioritize those features that not only meet customer demands but also stay true to your product’s core value. That’s how you balance immediate customer desires with long-term market trends.

When launching a new product, prioritize customer feature requests by first evaluating them against current market trends and overall strategic goals. Start by analyzing the most frequent and impactful customer requests to identify which align with emerging market needs and can differentiate your product. Assess these requests based on their potential to enhance user experience and drive competitive advantage. Simultaneously, stay attuned to market trends to ensure your product remains relevant and aligns with industry shifts. By balancing customer input with strategic market insights, you can prioritize features that deliver the most value and align with broader business objectives.

Whether it’s market trends reported by analysts, perspectives provided by customers and partners, or insights from competitive intelligence it’s important to weigh depth (across all perspectives), velocity (how is a trend moving), and mass (what is the impact to your market). This should give you enough data to prioritize against other developments you’re considering

I've found it useful to start with small test campaigns to validate the impact of any points uncovered by analyzing customer feedback. Note, that it is important to test the point (in of itself) AND the language/phrasing of the point as well. Typically the first one following the other. It's possible a "great" PM point can be vanquished by (ahem) "non-optimal" phrasing.

Customer Validation: Key Steps Shortlist Features ✔️ Finalize a list of potential features for your product. Present to Target Audience 👥 Share these features with a subset of your target customers. Gauge Reactions 💬 Collect feedback on their preferences and needs. Refine Priorities 🔍 Use the feedback to adjust and prioritize features based on customer desires. Make Data-Driven Decisions 📊 Finalize which features to include in your launch based on validated customer input.

It’s a good idea to vet trends as reported by analysts against your own customer feedback. It’s possible analysts are identifying spots in the market you’re not tapping into. It also helps to share your market perspective with analysts in the possibility it shapes their opinion. Either way, having multiple perspectives on trends can ensure you don’t chase whispers

"Agility" is key in todays context in marketing. Consumers are changing every second and so are their needs; hence an agile mindset is key for brands/ products. If your product offering is not contextual how will you attract the evolving consumer- something to be mindful of; marketers need to look at features, benefits with an agile mindset so that they can be customized in order to relevant and competitive in the market at any given time! That's the winning formula!

Leveraging Jira's agile boards, we sculpted a product roadmap that breathed adaptability; feature deployment became a symphony of customer-led fine-tuning. Our 'Sprint Retrospectives' were more than check-ins; they were pivot points, illuminating the potency of incremental innovation. Adopting this approach isn't just strategy—it's storytelling with your market as co-authors, crafting a narrative of progressive triumphs that resonate with each release.