Get your new products out in the market, fast!

Avoid costly innovation mistakes. We help companies make customer-centric development decisions based on target customers' real buying intent, at every stage of the product journey.

Trusted by innovative companies worldwide

Asking the right product questions in your market validation fuels transformative and informed innovation

Market needs

Is your new product meeting untapped market demands?

Potential customers

Which target groups are willing to pay for your new product?

Willingness to pay

How much are potential customers willing to pay?

Real buying intent data, not opinions

Organizations have been relying on focus groups, gut feelings, and desktop research to validate market interests. But none of it can give a precise picture of what will happen when you launch. 

Our validation approach simulates the core experience of a product (including non-existing products) as if the product already exists to see how your potential customers truly react. 

Why our clients love working with our validation approach

"We found that this very honest validation in the market is an important insight for us to have. Our team's goal is to generate new revenue for Tryg and find some value propositions that customers are willing to pay for."

Line Dalsfort

Head of Nordic Innovation Discovery at Tryg

Types of market validation services

Pilot: Get Started Program

Focused on assessing the current innovation structure and processes of your company to create a concrete plan for implementing a validation-based innovation approach.

This program will help you get started and give you a window into how the approach works and the impact it can have on your overall business growth.

Market Validation as a Service

A long-term partnership that integrates the validation-based approach in your ongoing innovation process. It is focused on transforming your business in terms of growth, speed, and competitive advantage.

In this collaboration, becomes an extended team that continuously executes market validation runs, giving you actionable insights to inform your decisions and shape your products into commercial successes.

Why work with us?

Gain access to our market validation expertise that will help you avoid costly development mistakes and build products that your customers truly want.

You gain a team of specialized experts with years of experience helping established companies conduct market research and validation.

Your innovation team will make informed decisions about new products through a structured market- and behavioral validation.

You maintain a balance between innovation and risks, as you invest more in new products that have been market validated objectively.

Iterative testing based on real buying intent becomes second nature to your innovation DNA.

Our team is made up of innovation experts, concept developers, campaign strategists, copywriters, data analysts, and project managers.

Frequently Asked Questions

Market validation test

What is 'real buying intent'?

With our process, we measure how the targeted customers genuinely react when they see the new product offering. We track and analyze customer behavior to determine how they interact with your product and their willingness to pay. 

How does's process differ from MVP?

We are experts in the field of pretotyping and we utilize this process greatly in our market validation tests.  

MVP involves testing a functional prototype to gather feedback and make adjustments to create a better product. Pretotyping, on the other hand, is about creating a simulated experience to test the demand for the product idea, saving time and money. With pretotyping, you can obtain authentic feedback and accurately gauge market interest, and the visual element can be a powerful driver in assessing user engagement and buying intent.

We use pretotyping as the first steps in the innovation process to make informed decisions, so you can eventually launch an MVP that aligns with market demands.

How does's process differ from focus groups?

Focus groups gather opinions, but can be limited as people may say one thing but do another. Our validation process is inspired by the Pretotyping method, and it allows for tracking and analyzing customer behavior to gain insights into their interests, motivations, and barriers.

It provides us with a way to conduct behavioral analysis, which is less prone to groupthink than focus groups, as it studies individuals in natural environments. This leads to a more accurate understanding of behavior and preferences.

Our process can complement focus groups in gaining a holistic view of customer needs and preferences.

How long does one validation test take?

Depending on the complexity of the product being tested, the type of test, and its innovation stage, the process from concept planning to data reporting could take between 4 to 8 weeks. However, if your company is a VaaS client, validation tests generally are shorter, as we make sure that your whole team gets onboarded properly and process gets smoother and clearer more we collaborate.

Can we learn and execute the market validation process internally and have as a consulting partner.

Yes. We have worked with different clients in consulting terms and provide workshops and training to get your team structured. 


What are's services?

Our main service is through our Validation as a Service (VaaS), where we become long-term partners of your innovation and product development teams. However, we do offer consulting services specialized in ideation, innovation, and market research and testing, as well as different workshops. 

What do we get with booking a free meeting with consultants?

During the 25-minute meeting, we get to know your innovation and product goals and determine how can help you with your innovation strategy moving forward. We'll also introduce how our market validation test works to give you a better understanding of how this fits into your existing process.

Elevate innovation with informed insights - let's talk!

25-minute online meeting. No commitment. 


Ragnagade 7, 2100

Copenhagen, Denmark

Tel. +45 2785 8000

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