• 11 October, 2026

In a business purchase, the person approving the budget may not be the person installing, maintaining or using the product.

Understanding these different perspectives can reveal whether a new offering will work in practice. A carpet tile concept study demonstrates the value of this approach.

The launch question

A French carpet tile company wanted to evaluate a new bitumen-backed product range for India’s hospitality sector, particularly five-star hotels.
The company needed to understand product acceptance, customer requirements and willingness to pay before moving ahead with its launch plans.

Research across the buying ecosystem

eMpulse gathered feedback from hotel general managers, maintenance personnel, purchase officers, architects and cleaning teams.

This brought several perspectives into the evaluation. Management could consider the overall suitability of the offering, while purchase teams could assess commercial expectations. Architects, maintenance staff and cleaning teams brought insight into how the product would fit into the property and its daily operations.
The research examined reactions to the proposed range and whether potential customers would consider paying for it.

What the study revealed

The case study reports a positive response and evidence of demand for the product range. The research also supported market sizing and informed the company’s plans for a hospitality-sector launch. These findings helped the company assess the opportunity before committing to the next stage.

A broader lesson for B2B businesses

Concept testing should reflect the way a product is actually selected and used. A product may appeal to a senior decision maker while raising concerns for the teams responsible for installation or upkeep. Equally, practical benefits recognised by users may provide a stronger sales argument than the manufacturer initially expected. Including the relevant stakeholders helps businesses refine product features, positioning and pricing around real customer requirements.

The aim is to understand the conditions under which customers would adopt the product and the obstacles that could prevent them from doing so.
Preparing to introduce a B2B product? eMpulse can help test your concept with the people who influence purchase, use and maintenance.