The Oxford English dictionary defines Experimentation as: “The action or process of trying out new ideas, methods, or activities.”
The experimentation stage tests the sustainability of ideas for a specific organization at a specific time — and in a specific environment. At this stage, it’s critical to determine who the customer will be and what purpose for which they will use the innovation. With that in mind, the organization may discover that although someone has a great idea, it is ahead of its time or just not suitable for a specific market. However, it’s important not to misinterpret these kinds of discoveries as failures — as they may be the catalysts of new and even better ideas.
The experimentation stage allows for an opportunity for customers, both internal & external, to become acquainted and provide feedback on the idea. This stage can take several forms, including pilot programs, Beta testing et al… The results of the experimentation stage reduce overall risk. This experimentation feedback can also help decide the best implementation method, “Big Bang” vs. “Phased Innovation.” In some cases, firms have used this stage as the first stage of a “Phased” approach.
In conclusion, ‘Finding true market value usually requires some experimentation.’