Products fail for a variety of reasons, but a number of them are linked to inadequate testing. The savvy marketer should create an environment and all the likely scenarios to test each product’s success. Some companies may be really good at doing that, but fail in the follow up, modification and reporting. The test could have gone off like gang-busters but because data collection wasn’t planned properly and fell off, the results aren’t accurate and the product could be doomed.

Why are some things missed in the testing phase and other things aren’t? What could cause a product that was highly tested, modified and launched to fail?