The data said we were sitting on a gold mine. Five new product ideas scored a Top Box Purchase Intent of 50% or higher. Sounds like a win, right? Not so fast.

Sidebar: A top box score measures the percentage of respondents who choose the highest, most favorable score on a scale. For example, we asked: “On a scale from 1 to 5, how likely are you to purchase X product?” A score of 50%+ means over half of respondents selected “5.”

A 50%+ top box score should mean these products will fly off the shelves. But something felt off. Why weren’t we convinced?

When Consumer Interest Doesn’t Match Consumer Purchases

If you’ve ever asked for feedback on a new product idea, you’ve probably heard glowing reviews. “I love it!” “I’d totally buy that.” Then, crickets when it’s time to make the sale.

Why the drop-off? People often tell you what you want to hear. Or they might like to buy it—but that doesn’t mean they actually will. 

Regardless of the specific reason, we as leaders still need consumer input to make our product, marketing, and innovation decisions. So how do we cut through the fluff and get honest, reliable feedback?

Four Ways to Get Real Customer Feedback

Here are four ways to get REAL customer input that bridges the gap between consumer interest and actual sales.

1) R: Ration Their Resources

Consumers rarely face constraints in research settings. It costs them nothing to say they’d buy our product. But in real life, resources like money and time are limited and trade-offs must be made.

• Think of It Like This: Imagine playing Monopoly with unlimited money. Every property is fair game, and decision-making goes out the window. It might seem fun at first but you need the tradeoffs and strategy to make it interesting. 

• Try This: Give participants a hypothetical shopping list, a budget, and more options than they can afford. Then see if your product makes the cut. If it does, ask them why. If it doesn’t, ask them why. 

2) E: Establish Competition

Consumers don’t shop in a vacuum, they compare multiple products before picking. Consumer research that doesn’t introduce competition early risks overestimating a product’s appeal.

• Think of It Like This: Shopping for a new tv? You’re likely comparing size, resolution, picture quality, price, etc. across several different brands and models. That comparison is a core part of the shopper journey. 

• Try This: Present your product alongside competitors, calling out distinct features and prices. Ask participants to pick one to “buy” and share their thoughts on each as they are thinking through them. 

3) A: Ask for Their Business

For B2B companies especially, early product research can double as a sales tool. If a consumer “loves” our product, we can test their sincerity—and grow our sales pipeline—by asking if they want to be one of our first clients. Their reaction can be very illuminating.

• Think of It Like This: Remember the movie He’s Just Not That Into You? If someone’s interested, they’ll show it. Customers and clients are the same way. If they love what we’re selling, they’re going to try and get their hands on it. 

• Try This: When someone raves about your product, say: “This sounds like a great fit for your team. Would you like to be one of our first clients? I’d be happy to schedule a follow-up.” If they hesitate, ask why. Is it timing? Budget? Priorities? Use their feedback to refine your road ahead.

4) L: Leverage Third-Party Pessimism

Most early consumer research leans positive. Participants want to be polite and we want to share our excitement with them. To uncover flaws and balance out innovation’s inherent optimism, bring in a neutral party to bring out the negatives.

• Think of It Like This: A devil’s advocate isn’t there to criticize—they’re there to challenge assumptions and reveal blind spots.

• Try This: Bring in a moderator that can probe for risks or reasons someone might not buy. Questions like “What would stop you from buying this?” or “What would make you choose a competitor?” can yield valuable insights while keeping you safe in the “good vibes” zone.

Feedback that Drives Innovation Success

Honest, reliable customer feedback is key to launching a successful product. By rationing resources, establishing competition, asking for the business, and leveraging third-party pessimism, we can uncover insights that help close the gap between consumer interest and sales.

It’s that REAL customer data that brings us closer to the real dollar bills.