What must be done if the market test for a product is unsuccessful?

If the market test for a product is unsuccessful, returning to the design review phase is a crucial step to reassess and refine the product before making further decisions. This phase allows teams to analyze feedback from the market test, identify shortcomings, and make necessary adjustments to the product's features, design, or marketing strategy.

By revisiting the design review, the team can gather insights on what aspects of the product did not resonate with consumers, whether due to functionality, appeal, or market positioning. This iterative process is fundamental in product development, as it encourages continuous improvement and alignment with market needs.

Conducting additional feasibility analysis, while potentially beneficial, may not be the most appropriate next step if the design itself requires fundamental changes based on market feedback. Similarly, proceeding to introduce the product could lead to further losses and missed opportunities if the identified issues are not addressed. Discontinuing the product might be premature if there is potential for improvement based on customer insights gathered during the market test. Therefore, returning to the design review phase is viewed as the best practice in the scenario of an unsuccessful market test.