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Unproved product claims.
If you state something about the product, which is not true or not validated, many buyers will not buy. In fact, many large quantity buyers will ask for test results or actually test a product themselves to your claims.
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What to do about it!
Validate: test, measure and gauge the product to every claim made by all product literature. These claims include features, performance, regulatory standards, conformance, environmental, legal and usability claims. Never carry product specifications perfunctorily from an old product data sheet to a new product data sheet because it makes the data sheet look cool.
For more on this see Product testing? Why? …And How Much? by Dick Haney
The Realms of Testing during the life of a product, by Dick Haney
Some final comments about managing market and product research:
Develop business norms as 'gauges' for such research and don't design products 100% to the resulting research information; use it to guide the design. Mapping the results of captive research efforts, such as focus groups etc., is not easily made to the eventual, real market.
Some marketers even feel that market and product research is best used for line extensions, model enhancement (evolutionary) products and not for new-to-the-world (revolutionary) products. Revolutionary products tend to have little basis for people "across The Chasm"1 (i.e. those, beyond the early adapters) to judge any of the benefits, thus rendering the product too unfathomable.
Also see: Marketing Insights, by Fred Garcia
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1 Crossing The Chasm, by Geoffrey Moore
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©2003, Richard M. (Dick) Haney
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