Testing the value proposition of commercial innovations before building anything is a highly strategic and efficient approach to innovation. With rapid commercial experimentation, you expose potential users to a product or service proposition before actually developing the product itself. This type of in-market testing allows you to measure behavior, rather than rely on feedback. Do users actually take action to buy or use the product? The goal is to gauge whether the concept addresses a real need, appeals to the target audience, and offers enough value to warrant further investment. 

Rapid commercial experimentation allows companies to "fail fast" with minimal expenditure on unviable ideas and "succeed faster" by focusing efforts on validated concepts. It embodies a customer-centric approach to product development, ensuring that new innovations are not just technologically feasible but are also desired by the market. During this webinar, Claus Berthou Madsen, Telia Company, and Petter Hanberger, The North Alliance Consulting - two Nordic experts in the field of rapid commercial experimentation - will explore how you can use this method for own projects.

The webinar, moderated by Kathrin Reinsberger, Assistant Professor at the House of Innovation, offers a deep dive into a method increasingly popular among global innovators. Find out how to start, why it outperforms traditional market research, and how it can streamline discussions, engage your team, and ensure your investments are focused on concepts with real potential. Understand how to test the market appeal of innovations before full-scale development, saving time and resources.