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We’re about to launch a new product line, but our initial market test was a complete flop. I’m worried we’ve fallen into the trap of confirmation bias, only seeing the data that supported our original idea. Has anyone else had to completely rethink a launch this late in the game?

We pulled the plug on the launch and spent a couple weeks talking to about a dozen customers. What we thought would hit their pain point didn’t match what they actually did, so we dropped two features and tested a simpler package. It felt more honest, even if the early signals were still mixed.

We threw more budget at retargeting and bigger launch bets, and sure the clicks jumped, but signups stayed flat. It started to feel like confirmation bias, only chasing numbers that lined up with our plan. We stepped back again but kept spinning.

Maybe the problem isn’t the product at all but who we’re really selling to or where we’re showing up. We shifted price a bit and tweaked the deck, but the test still tanked. I’m not sure we found the real issue yet.

Has anyone else gone this late and had to rethink from the ground up, or did you end up nibbling at parts and hoping the rest would catch up?

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