Product development—either refining existing products or creating wholly new products—is a key driver of organic growth for most organizations. However, product development is not without risk. The journey from initial ideation to launch involves significant time and resources, and even then, 80% of product launches fail.
Hanover Research surveyed the attitudes, behaviors, and preferences of executives across B2B, B2C, and B2B2C organizations to understand how to most effectively pursue product development. Our research shows many executives have a high need for confidence in a product to proceed with launch.
