We can set up and conduct user tests with a group of users that represent the target group. Do they understand and appreciate the product's functionality and appearance? 

Testing with products that are out in the market gives a good insight, new ideas and opportunities. 

Testing new ideas and concepts with the target group in an early stage reduces risks and makes an optimisation possible before market introduction. Models presented to future users show how they interact with the product and so reveal what can be improved.