Asking ‘Would you buy this?’ is the easiest way to waste millions.

A beauty brand I chatted to recently was launching a new skincare line.

They ran focus groups and customers were really into it.
“I’d definitely buy this.”
“This looks great.”
“Nice one, where can I get it?”

So naturally they made it.

Ironically, they now have a warehouse FULL of unsold inventory.

How the hell did this happen?

Well....often what people SAY and what they DO are two different things. Just because says yes to buying your product, doesn't guarantee they will.

If they had done just one demand test before production, they would have saved:
❌ $500K in manufacturing costs
❌ Months of wasted effort
❌ The embarrassment of a failed launch

The only customer insight that matters? Their wallet.