Are You Building What People Will Actually Buy? How to Validate Demand, Customers, and Features

Most hardware teams don’t fail because of engineering; they fail because they misread the market.

In episode 314 of China Manufacturing Decoded, Adrian speaks with Renaud Anjoran about how product teams can answer three make-or-break questions before investing in prototypes, tooling, and mass production:

1. Is there real demand?
   Why “friends and family” feedback is misleading, what strong validation actually looks like (interviews, deposits, LOIs, and real use tests), and how to run low-cost market experiments.

2. Who is the target customer?
   How to move beyond “everyone” to a precise, reachable segment using hypothesis testing, interviews, and smart segmentation by industry, company size, and behavior.

3. What features do customers truly want?
   A practical deep-dive into qualitative research, using a real-world example, showing how to identify must-have features, spot patterns across 20–30 interviews, and avoid costly over-engineering.

Renaud explains why customer development must run in parallel with product development, how to de-risk market acceptance early, and why teams should avoid multiple prototype rounds without clear market proof.

If you’re bringing a physical product to market, whether consumer or B2B, this episode is a practical playbook for reducing risk, saving money, and increasing your chances of success.

 

Episode Sections:

• 00:00 – Intro: The big question — are you building what people will actually buy?

• 01:04 – Is there real demand? (customer discovery first)

• 09:40 – Who is the target customer? (segmentation beats ‘everyone’)

• 15:35 – What features do customers actually want? (listen for patterns)

• 24:30 – Three lessons before you spend on tooling.

• 25:25 – Close & resources.

 

Related content…

• Agilian Technology — “The 3 Major Hardware Startup Killers: Part 1 – The Market.”
• Agilian Technology — “How to do Qualitative Market Research for a New Product.”
• Sofeast — “3 New Product Launch Tips for E-commerce Sellers.”
• QualityInspection.org — “9 Key Questions When Developing A New Product (Part 1).”
• QualityInspection.org — “The 8-Step Customer Journey Manufacturers Need To Consider.”
• The Mom Test: How to talk to customers & learn if your business is a good idea when everyone is lying to you by Robert Fitzpatrick
• The Right It: Why So Many Ideas Fail and How to Make Sure Yours Succeed
  by Alberto Savoia
• The Four Steps to the Epiphany: Successful Strategies for Products that Win
  by Steve Blank

 

This episode is brought to you by The Sofeast Group and includes links in the show notes to our blog posts and resources, and recommended books. For help with manufacturing in Asia, inspections, auditing, new product development, contract manufacturing, 3PL warehousing and fulfillment, visit sofeast.com. Tune in to learn concrete steps to ensure you’re building something people will actually buy.

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