Marketing Technology of Testing the Demand for a Mobile Application

Abstract

Nowadays, the market potential of new digital products is assessed on the back based on expert reviews, which are highly personal and always statistically insignificant. Therefore, investors (who are responsible for commercialization) are suspicious about such an assessment. The authors set a goal to solve the recurring problem of inaccuracy (approximation) of such an assessment concerning digital products at the design stage. A marketing testing technology with statistically significant and representative target groups of potential Internet users as the main source of information on the demand for innovation served a methodological background. This helps to avoid personal expert evaluations, minimizes the measurement error, thereby allowing for a reasonable assessment of market potential at the first stages of making decisions on project funding. The presented technology is exhibited using the example of a designed mobile application with health care functions. In general, such a technology, in addition to higher accuracy of measurements, can be a useful tool of selection and classification of projects applying for the development of digital products. Its introduction in the expert assessment carried out by Russian investment funds, banks, consulting and analytical agencies will mitigate the financing risks and focus it on the market at the early stages of the project development and lay conditions for a profitable web business in the future.