Role of R&D in Driving Product Adoption

Role of R&D in Driving Product AdoptionMost organizations strive to keep their product developers locked up far away from customers. After all, you never know what an engineer or designer might say. Those R&D guys tend to be coldly straight, to the point and struggle with the concept of “spin,” which can be kind of scary. They also deeply understand the product, its special nuances, performance profile and underlying technology platform. It is also in their power to change these attributes. For these reasons customers love to talk with these “factory” guys. They feel like their gripes and suggestions are making it unfiltered to the source, and if they can garner some great tips for using the product, all the better. It’s worth considering how you can unlock your R&D team to drive adoption of your products.

Key Customer Collaboration

To build stronger relationships with key customers, consider opening a communication channel between them and your R&D organization early in your product development cycle. Invite them to collaborate with R&D in needs-finding, feature definition and requirements-building. This collaboration will build loyalty, a sense of ownership and a willingness to adopt and buy your company’s new products.

Thought and Opinion-Leader Development

In many markets, product adoption is driven by thought or opinion leaders who vet new products and serve as trusted references to their colleagues. Exposure of these individuals to your R&D team provides them with a means to build a deep knowledge of the inner workings of your product and positions them to be experts among their colleagues. The R&D team is uniquely positioned to drive deeper understanding through theory of operation explanations, discussion of design trade-offs, presentation of test results and demonstration of product performance envelopes.

Customer Education

Closely related to employing R&D to develop opinion leaders is education of the general user group. While the need for deep understanding is not as great as with thought leaders, there is competitive advantage to be obtained by leveraging your R&D team to deliver more technical information about your product to the general customer base, especially those in the “early majority” of the adoption curve (1). Delivery means can take the form of articles, seminars, video conferences and presentations at educational meetings. Many companies find that in the course of delivering this information, they identify potential new product champions and opinion leaders that can be cultivated.

Who Has Time For This?

R&D managers under pressure to deliver new products may resist having their precious resources co-opted to the above activities. After all, this sounds like sales & marketing’s job along with their product specialists. This is certainly a valid concern, but there is much to be gained for R&D; unfiltered information access, opportunity to identify un-stated needs, first-hand knowledge of use environments, enhanced profile in user and technical communities and finally a real chance to influence the adoption of the products they worked so hard to create.

(1) For more information on Adoption Curves see Geoffrey Moore’s Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers, Harper Business, 1999.

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Thomas KadavyTom Kadavy provides product strategy leadership as the Director of Medical Technology at Stratos Product Development. Stratos helps clients rapidly and cost-effectively create relevant and compelling technology products, ready for market introduction.

Thomas Kadavy




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No Comments

  1. Claudio Vignali on April 1, 2011 at 8:44 pm

    As a R&D Manager I know what you’re talking about. I can add that in some area of knowledge the innovations ideas only can be created in R&D department. I mean, a more efficient Video Compression, a new Chemical Formula needs technical guys to invent it. If the idea comes from R&D or a technical guy, the problem in that case is as you just describe it and we need that R&D adapts ideas to a specific market. In certain point of the innovation process, the R&D guys have to understand better people’s needs to create better products.
    Lately, I have been thinking about what really means innovation for me in a material world. It is not just a good or passionate idea, is not just to improve a product, IS NOT to make something different. For me innovation is to imagine lots of people using your new product, design and think all details of the product, create plans and strategies and the most difficult of all -at least for me- is to sell it well. And this important step is where I think most companies fail, because its marketing team are not able to understand the product, to see its differences and opportunities, to show the people how to use it. Yes! sometime we, as R&D, fail understanding people’s needs, and we are cold. Even sometimes we are just nerds asking ourselves why people can’t understand us, but if you are dealing with smarts guys the better way to make them understand something, is showing statistics, people’s opinions and let them participate in focus groups, with just one more problem to solve (we like problem solving challenge): Make our products more simple and easy to understand for Muggles. And maybe, just maybe you can see how nerds sell your products showing people how to use it or adapting to normal people. But the most important think that could happened is that marketing team understand the product, hehehe.

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