Different approaches can be used to rank product concepts. Each method has tradeoffs. And each can miss the mark.

Using a variety can reveal robust product concepts.

In this context, to the left and right is a real example of 7 product ideas (diagnostic tests).

While in hind sight, A is almost not believably desired, the more interesting point is how the other concepts vary across studies.

Specifically, either B or E could have been chosen as a product, especially if A had development issues. But neither B nor E is robustly wanted. Instead C would be the best back up idea.… Read More Approach to Product | Market “Triangulation”