A quantitative analysis that transformed an entrepreneur’s uncertainty into a solid business plan, based on concrete data about the Romanian market.
Launching an innovative product in a new market is fraught with uncertainty. For a legal-tech entrepreneur, the question was clear: is there a real need for a digital platform for official document evaluation?
The risk of building on “distorted or irrelevant” online information was too high.
Through a quantitative market study, MKOR provided the answer.
We transformed hypotheses into statistical data, validating market interest and identifying accepted price thresholds. Thus, we eliminated uncertainty and offered the client a precise “compass” to build their business strategy on a solid foundation.
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Client: Immosafe – Entrepreneur, Legal-Tech sector
The Challenge: How can you launch an innovative digital product without risking investment in an idea with no demand? The client needed concrete data to base their decision, not intuition or interpretable online information.
MKOR’s Solution: A Concept Testing market study, conducted via an online survey (CAWI) on a nationally representative sample, to objectively measure the idea’s attractiveness and usage intent.
Key Results:
- Market interest validation for the platform, confirming the business direction.
- Prioritization of essential functionalities, optimizing the development budget.
- Risk elimination and the feeling of “buyer’s remorse”, providing the confidence to continue the investment.
- Creation of a clear roadmap (“cardinal points”) for the marketing and launch strategy.
Beyond Price: Security and Trust, the Currency of the Digital World
One of the initial hypotheses might have been that a low price would be the decisive factor in attracting users. However, the data revealed a much deeper and more important truth: the biggest barrier to adoption was not cost, but lack of trust.
This was the “Aha!” moment.
We discovered that potential clients were hesitant about uploading personal and confidential documents to a new online platform. Questions like
- “Who guarantees my data security?”
- “How can I trust an algorithm to evaluate a vital contract for me?” were much more pressing than
- “How much does it cost?”.
This insight completely redefined the strategy.
It became clear that the platform’s success did not depend on price competition, but on the ability to build a solid brand that inspires security, transparency, and professionalism. It wasn’t enough to offer a service; above all, it needed to offer trust.
This discovery shifted the focus from developing diverse functionalities to consolidating the product’s core of trust, through clear communication and visible security guarantees.
A Promising Idea, a Market Full of Unknowns
At the heart of this project lies an entrepreneur’s vision to democratize access to legal consultancy.
The idea was simple and powerful: a digital platform where anyone can upload an official document and receive an almost instant risk assessment, functionalities that would traditionally require a lawyer, notary, or accountant. However, the client was at a critical crossroads.
No matter how solid an idea, its success depends on the market. Investing considerable resources in platform development without validating genuine public interest was a risky bet.
The market was an ocean of uncertainties, and navigating solely on intuition or generic internet information could lead to a costly failure: creating a perfect product for which there was no real need or willingness to pay. Before moving forward, it was essential to answer a fundamental question:
How do you transform an innovative idea into a successful business, ensuring that the public will not only understand it but also adopt it?
From Intuition to Concrete Data: A Methodical Approach to Eliminate the Unknown
To navigate this ocean of uncertainties, MKOR intervened as a strategic partner, providing a data-driven map, not based on assumptions. We understood that to make correct decisions, the client needed a “solid foundation” of objective and directly measurable information.
Therefore, we proposed an approach to eliminate any doubt: a quantitative market study, conducted via an online survey (CAWI) on a stratified, nationally representative sample.
Why this methodology?
Because it allowed us to obtain valid statistical data directly from the source, answering the client’s critical questions:
- Market Reaction: How attractive is the platform idea to the general public?
- Purchase Intent: How many potential users would be willing to pay, and what would be the fair price?
- Real Needs: Which functionalities are considered essential and which are merely “nice-to-have”?
Through this structured approach, we transformed research into an essential business tool. We didn’t offer mere opinions, but a clear picture of market reality, allowing the client to move from questions to certainties and build a product that people truly want.
Clear Data, Confident Decisions
Equipped with statistically validated insights, the client was able to transform uncertainty into a concrete action plan. The market study conducted by MKOR was not just a report, but a solid foundation for strategic decisions, eliminating risk and optimizing the business development direction.
MKOR’s research generated directly applicable results:
- Business direction validation: It confirmed that there is a real need in the Romanian market for a fast and accessible document evaluation solution, offering the client the confidence to continue the investment.
- Strategic product prioritization: Instead of launching three different products simultaneously, the data clearly showed the correct launch order (banking products, employment contracts, real estate), to maximize impact and address the market’s most pressing needs.
- Brand message optimization: The insight regarding the importance of security allowed for the repositioning of marketing communication. The focus shifted from price to trust, a much stronger differentiator in the legal-tech industry.
- Complete elimination of post-purchase regret (buyer’s remorse): The client had the certainty that their decision was supported by objective data, not intuition. This psychological comfort allowed them to focus on execution, not doubts.
“We felt we had a partner by our side, not just a supplier”
Beyond figures and reports, the value of a collaboration lies in trust and communication. As our client, Sebastian Bereczk, emphasized, the experience with MKOR was defined by professionalism, flexibility, and an empathetic approach, elements that transformed a simple service into a strategic partnership.
MKOR convinced us through communication. Lavinia and the team… were extremely flexible, friendly, and professional at the same time. And that made us feel we had a partner by our side, not just a service provider. — Sebastian Bereczk
Watch the full testimonial to find out directly from the client how the collaboration unfolded and how the market study provided them with the certainty and clarity they needed.
Validate Your Next Big Idea
Every successful business starts with an idea, but survives on informed decisions. If you have an innovative concept and want to ensure you’re investing in a direction with real potential, market research is the safest step you can take.
A concept validation study can reduce your risk, clarify your strategy, and give you the confidence you need to build a product that customers will love and, more importantly, buy.
👉 Have a business idea? Let’s turn it into certainty together.
Frequently Asked Questions (FAQ) about Product Concept Validation
What is a “concept testing” study?
A “concept testing” study is a market research method used to evaluate the target audience’s reaction to a product or service idea before its launch.
The goal is to measure attractiveness, relevance, and purchase intent, in order to make business decisions based on data, not assumptions.
Why is it important to validate an idea before investing in development?
Validating an idea significantly reduces financial risk. Many startups fail not because the product is weak, but because there’s no real market need for it.
Prior research helps you understand if your audience needs your solution, what features are essential, and how much they are willing to pay, thereby optimizing your investment.
How long does a market study for concept validation take, and what does it involve?
The process is fast and agile.
Typically, it includes defining objectives, creating a questionnaire, collecting data via an online survey (CAWI) on a relevant sample, and analyzing the results. Depending on complexity, such a project can last from a few days to several weeks, providing rapid insights for quick decisions.
What exactly do I receive at the end of a validation study from MKOR?
At the end of the project, you will receive more than just a set of data. We will deliver a strategic report that includes a detailed analysis of the results, clear interpretations, and most importantly, actionable recommendations.
This report acts as a ‘compass’ that provides a clear direction for product development, pricing strategy, and marketing communication.
