Between ideation and launch of a new product: validating a value proposition with user research.

From ideation to launch, new product development is a process that involves several steps, including the interaction with customers. This master's thesis presents a qualitative study that aims at validating the value proposition of a digital product through tests on potential users, conducted using a prototype version of the product. The tested product is a B2B database designed to meet the needs of the food industry. The product connects supply and demand of food ingredients and is intended to simplify the production chain for the development of new food products. The perceived utility of the product is investigated using a remote and mediated approach, during which willingness to pay is also measured. In-depth interviews have been conducted to dive deep into the customers’ perceptions and opinions. The findings suggest that changes can be made to the product so that it meets the expectations of the target users, and serve as insights to guide the next steps of new product development. Further research should be carried out to support our findings.