When bringing a product idea to realization, you should tread carefully and make informed decisions. One tool that aids in this process is the product feasibility study. This article examines the intricacies of conducting a comprehensive feasibility study and highlights its significance in the product development journey.

And don’t miss the product feasibility case study towards the end of the guide. We will share a real-life example of a client and go deeper into their experience.

After reading the article, feel free to contact us to discuss how we can support your next product feasibility study.

What is a Product Feasibility Study?

A Product Feasibility Study is a systematic analysis conducted before developing a new product. Its primary purpose is to assess the marketability, viability, and overall feasibility of transforming an idea into a commercial product. 

A product feasibility study helps businesses obtain valuable insights that serve as a roadmap for decision-making. It determines if it is worthwhile to develop and launch the new product, thereby minimizing risks and optimizing resource allocation.

What Are the Goals of a Product Feasibility Study?

The primary purpose of a feasibility study is to provide a robust foundation for decision-making. By thoroughly examining multiple dimensions, you can determine whether proceeding with a particular product concept is strategically, technically, financially, and operationally viable. The study aims to identify potential challenges, risks, and opportunities associated with the product, allowing you to make informed choices regarding resource allocation and market entry.

Now that we have explored the definition and goals of a product feasibility study, it is essential to understand the benefits it brings. 

Benefits of a Product Feasibility Study

A well-executed product feasibility study brings a range of valuable benefits that can impact the success and viability of a product. Let’s explore the key advantages:

1. Minimizing risks, uncertainties, and potential failures

You better understand the potential risks and challenges associated with the product development process. A thorough analysis identifies risks early, allowing you to implement proactive mitigation strategies. This analysis minimizes unforeseen obstacles derailing the project at a later stage. Identifying and addressing potential failure points during the feasibility study phase ensures a stronger foundation for success.

2. Improving decision-making, resource allocation, and planning

A feasibility study is an invaluable decision-making tool, enabling you to make informed choices regarding product development. It provides a comprehensive evaluation of various factors, such as

  • Market demand
  • Technical requirements
  • Financial viability
  • Organizational readiness

Decision-makers can allocate resources, choose the most viable path forward, and make data-driven decisions with this information. 

This research enhances the planning process, aligns the product with strategic objectives, and increases the chances of achieving project milestones and goals.

3. Enhancing the product’s chances of success and market competitiveness

One of the primary goals of a feasibility study is to assess a product’s viability and market potential. You uncover insights into customer needs, preferences, and behavior through a thorough market analysis. 

These insights help align the product features, pricing strategies, and marketing approaches with the target market. As a result, the product positioning meets market demand, increasing its chances of success and gaining a competitive edge over rivals.

4. Attracting investors, stakeholders, and strategic partnerships

Investors and stakeholders want assurances that their resources are invested wisely. A comprehensive product feasibility study gives them the confidence they need through a detailed evaluation of the product’s potential. 

You can attract investors, secure funding, and form strategic partnerships by highlighting market opportunities, the potential return on investment, and risk mitigation strategies. 

The feasibility study serves as an effective tool for communicating the value and potential of the product, increasing the likelihood of securing support from key stakeholders.

5. Realizing potential cost savings and maximizing return on investment

By assessing financial feasibility, a product feasibility study helps you understand the financial implications of developing and launching a product. It provides valuable insights into the following: 

  • Estimated development and production costs
  • Potential revenue streams 
  • Pricing strategies
  • Profitability projections

This financial analysis allows you to make informed decisions on resource allocation, cost-saving measures, and revenue optimization strategies. 

The result is the maximization of return on investment (ROI) and avoiding costly pitfalls that could otherwise arise without a thorough assessment of financial feasibility.

Conducting a product feasibility study offers many benefits that contribute to the success of a product. From minimizing risks and improving decision-making to enhancing market competitiveness, attracting stakeholders, and realizing cost savings, a feasibility study is an essential tool for turning ideas into reality. 

Challenges and Limitations of Product Feasibility Studies

While product feasibility studies offer valuable insights and guidance, they are not without their challenges and limitations. It is essential to be aware of these factors to ensure a balanced and realistic approach to the assessment process. 

Let’s explore the key challenges and limitations associated with product feasibility studies:

1. Limited Accuracy and Predictability of Future Market Conditions

One significant challenge of conducting product feasibility studies is the inherent difficulty in predicting future market conditions. Markets are dynamic and subject to change due to various factors such as technological advancements, economic shifts, and changing consumer preferences. 

Feasibility studies rely on existing data and assumptions about future market behavior, which introduces an element of uncertainty. It is crucial to acknowledge that even with meticulous analysis, the accuracy of market projections has limitations.

So gather the most reliable and up-to-date market data available. Consider utilizing multiple sources, conducting thorough market research, and consulting industry experts to mitigate the risks associated with market unpredictability. 

Additionally, incorporate flexibility in your feasibility study, allowing for adjustments based on changing market dynamics as the product development progresses.

2. Potential Biases, Assumptions, and the Need for Unbiased Analysis

Like any research, feasibility studies are susceptible to biases and assumptions that can impact the objectivity of the analysis. Biases can arise from personal opinions, prior experiences, or preconceived notions. 

Assumptions made during the study can also introduce subjective perspectives that may not align with market conditions.

Reduce biases and assumptions by adopting a rigorous and unbiased approach to the analysis. Engage a diverse team of experts who can provide multiple viewpoints and challenge each other’s assumptions. 

And Employ well-established research methodologies and ensure data is collected and analyzed objectively. By fostering an environment of open-mindedness and critical evaluation, you can increase the accuracy and reliability of your feasibility study findings.

3. Time and Resource Constraints, Balancing Thoroughness with Efficiency

Feasibility studies require a significant investment of time and resources. But you’re often operating under time constraints, so resource allocation must be carefully managed to balance thoroughness and efficiency.

Again, to address this challenge, adopt a systematic and well-structured approach. Develop a clear project plan that outlines specific milestones, deadlines, and resource requirements. 

Prioritize data collection and analysis based on the most critical factors impacting the product’s success. Efficiently allocate resources by leveraging technology, automation, and outsourcing non-core activities when appropriate.

While time and resource constraints exist, rushing through a feasibility study can undermine its effectiveness. Try to find the right balance, ensuring that critical aspects are addressed without compromising the quality and integrity of the feasibility study.

By acknowledging and addressing the challenges and limitations of product feasibility studies, you can approach the assessment process with a realistic mindset. 

Mitigating the risks associated with limited accuracy and biases while efficiently managing time and resources allows for a more robust and informed decision-making process. 

Key Components of a Product Feasibility Study

A product feasibility study involves a comprehensive assessment of many aspects related to the potential success of a product. By examining key components, you can develop valuable insights and make informed decisions regarding product development. Let’s explore each element in detail:

1. Market Analysis

Market analysis is critical to a product feasibility study as it provides insights into the target market, market size, growth potential, trends, competition, and customer behavior. 

Conducting a thorough market analysis helps you understand the market landscape and make informed decisions regarding their product. Here are the core steps involved in analyzing the market:

  1. Identify the target market: Clearly define the specific group of customers your product aims to serve. Identify their demographics, preferences, and needs.
  2. Assess the market size, growth potential, and trends: Analyze the size and potential growth of the target market. Identify trends, emerging needs, and market dynamics that could impact the product’s success.
  3. Conduct competitor analysis and identify market gaps: Identify and analyze existing competitors, their offerings, and market positioning. Assess market gaps or unmet customer needs that your product can address.
  4. Analyze customer needs, preferences, and behavior: Gain deep insights into customer needs, preferences, purchasing behavior, and pain points. Conduct surveys, interviews, and market research to gather relevant data.

2. Technical Feasibility

Technical feasibility focuses on evaluating the product’s technical requirements, readiness, scalability, and potential limitations and addressing any technical challenges. Here are the critical considerations for assessing technical feasibility:

  1. Evaluate the product’s technical requirements and specifications: Clearly define the technical specifications and requirements of the product. Assess whether the required technology exists or needs to be developed.
  2. Assess technological readiness and potential partnerships: Evaluate the technological readiness required for the product. Identify potential technology partners or collaborations to leverage existing expertise and resources.
  3. Analyze scalability, future advancements, and limitations: Consider the product’s scalability potential as the market grows. Assess potential limitations such as manufacturing capacity, supply chain constraints, or technological advancements.
  4. Identify potential technical challenges, risks, and mitigation strategies: Anticipate potential technical challenges or risks that could impact the development or implementation of the product. Develop mitigation strategies to address these challenges effectively.

3. Financial Feasibility

Financial feasibility examines the financial aspects of product development, including cost estimation, funding requirements, revenue streams, pricing strategies, profitability, and financial projections. Here are the key elements to consider for financial feasibility:

  1. Estimate the development and production costs: Evaluate the costs associated with product development, manufacturing, packaging, distribution, and any other relevant expenses.
  2. Assess funding requirements and potential sources: Determine the financial resources required to bring the product to market. Explore possible funding sources such as self-funding, loans, investments, or partnerships.
  3. Analyze revenue streams, pricing strategies, and profitability: Identify potential revenue streams for the product and evaluate pricing strategies to ensure profitability. Consider factors such as production costs, market demand, and competitive pricing.
  4. Conduct financial projections and sensitivity analysis: Develop projections to estimate revenue, expenses, and potential profits over a specific period. Perform sensitivity analysis to assess the impact of different scenarios on financial outcomes.

4. Legal and Regulatory Considerations

Legal and regulatory considerations are crucial to ensure compliance and mitigate any legal risks associated with the product. Key steps to complete within this part include:

  1. Identify relevant laws, regulations, and industry standards: Research and identify the applicable laws, regulations, and industry standards that govern the product or its intended market.
  2. Assess potential legal barriers, restrictions, and compliance requirements: Determine any legal barriers or restrictions that could impact the product’s development, production, or distribution. Ensure compliance with relevant regulations.
  3. Evaluate intellectual property considerations: Assess the intellectual property landscape, including patents, trademarks, copyrights, or trade secrets. Protecting intellectual property rights and avoiding infringement is essential.
  4. Analyze the impact of emerging regulations or industry shifts: Anticipate potential laws or industry standards changes that could impact the product’s development, distribution, or market entry. Stay informed and adapt accordingly.

5. Organizational Feasibility

Organizational feasibility assesses whether the product aligns with the organization’s strategy, goals, capabilities, and resources. Consider the following actions within this component:

  1. Assess the alignment of the product with the organization’s strategy and goals: Evaluate how the product aligns with the organization’s overall strategy, vision, and long-term goals. Ensure that the product fits within the organization’s strategic direction.
  2. Analyze the availability of necessary human resources, skills, and expertise: Assess the availability of skilled personnel and expertise required for product development, marketing, and ongoing support. Identify any skill gaps and potential training needs.
  3. Identify potential organizational constraints, skill gaps, and training needs: Identify any restrictions within the organization that could affect the successful development or implementation of the product. Address any skill gaps through recruitment, training, or partnerships.
  4. Evaluate the fit within the existing infrastructure and operational capabilities: Assess how the product integrates with existing systems, infrastructure, and operational capabilities. Determine whether any adjustments or enhancements are needed to support the successful implementation and launch of the product.

By thoroughly assessing each of these areas, you can develop valuable insights to inform decision-making and increase the likelihood of success for their products. A well-executed feasibility study minimizes risks, guides resource allocation, and enhances the product’s chances of market competitiveness. 

It empowers you to address potential challenges, leverage opportunities, and make informed go/no-go decisions. 

With a solid understanding of these critical components, organizations can confidently navigate the product development process and maximize their chances of transforming ideas into successful realities.

How to Conduct a Product Feasibility Study

It’s time to dive into the process once you lay the groundwork for your product feasibility study. This section will guide you through the core steps of conducting a comprehensive product feasibility study.

Step 1. Defining Goals and Objectives

At the start of the feasibility study, it’s essential to establish clear goals and desired outcomes. This step helps to focus the research and provides a framework for evaluation. The following substeps are crucial in this process:

1.1 Establishing clear goals and desired outcomes for the feasibility study

Identify the specific objectives that the feasibility study aims to achieve. Are you assessing market viability, technical feasibility, or financial aspects? Clarify what you hope to accomplish through the study to align efforts effectively.

1.2 Defining criteria for success to guide the evaluation process

Determine the evaluation criteria. These criteria will serve as benchmarks to assess whether the project meets the required standards for moving forward. Consider factors such as market potential, technical feasibility, financial viability, and organizational readiness.

Step 2. Developing a Project Plan

With the goals and objectives in place, the next step is to develop a structured project plan outlining the feasibility study’s various components. This step ensures a systematic approach to executing the research and includes the following substeps:

2.1 Creating a structured plan that outlines the scope, timeline, and milestones of the feasibility study

Define the scope of the study by identifying the specific areas and aspects that will be covered. Establish a realistic timeline for gathering data, conducting analysis, and making decisions. Outline milestones to track progress and ensure the study stays on track.

2.2 Identifying necessary resources, tasks, and responsibilities for efficient execution

Identify the resources required to conduct the feasibility study effectively. Resources include personnel, budget, equipment, and any external expertise needed. Allocate tasks and responsibilities among the team members, ensuring everyone understands their roles and contributions.

2.3 Setting up a Go/No-Go Decision

Establish a framework or criteria for deciding whether to proceed with product development based on the feasibility study’s findings. 

Evaluate the results against predetermined go/no-go criteria to determine if the project meets the established benchmarks. Consider the market potential, technical feasibility, financial viability, and organizational readiness as decision factors.

Step 3. Gathering and Validating Data

One of the most critical steps in a feasibility study is gathering relevant and reliable data. This data serves as the foundation for analysis and decision-making. The following substeps outline how to collect and validate data:

3.1 Gathering relevant and reliable data and information from various sources

Utilize various sources, such as market research reports, surveys, interviews, and industry databases, to collect data pertinent to the feasibility study. Ensure that the data collected aligns with the goals and objectives of the feasibility study and represents a comprehensive view of the relevant aspects.

3.2 Utilizing research methods such as surveys, interviews, and market research for data analysis

Employ appropriate research methods to analyze the collected data. Surveys and interviews can provide insights into customer preferences, needs, and behavior. Market research can help identify industry trends, competitor analysis, and market gaps. Utilize statistical analysis and other analytical tools to derive meaningful insights from the data.

3.3 Validating data through triangulation and conducting robust analysis

To ensure the accuracy and reliability of the findings, validate the data through triangulation. Cross-reference data from multiple sources to confirm consistency and reduce biases. Conduct thorough analysis using appropriate statistical methods and techniques to draw reliable conclusions.

Step 4. Involving Stakeholders and Experts

A successful feasibility study involves collaboration and input from key stakeholders and experts. Engaging diverse perspectives helps to gather valuable insights and mitigate blind spots. The following substeps outline this important aspect:

4.1 Engaging key stakeholders, including internal teams and external experts

Involve relevant stakeholders throughout the feasibility study process. Stakeholders include representatives from various departments within the organization, such as marketing, finance, and operations. Additionally, seek input from external experts who possess specialized knowledge or industry experience that can enrich the study.

4.2 Leveraging cross-functional collaboration to gain diverse perspectives and insights

Encourage cross-functional collaboration to ensure a comprehensive understanding of the feasibility study’s findings. Facilitate discussions and information sharing among team members to leverage diverse expertise and viewpoints. 

This collaborative approach enhances the quality of the research and promotes a shared understanding of the product’s feasibility.

Step 5. Documenting Findings and Recommendations

The final step in conducting a feasibility study is to document the findings, assumptions, and conclusions derived from the study. Clear and concise documentation is essential for effectively communicating the results and informing decision-making. The following substeps outline this crucial aspect:

5.1 Documenting the results, assumptions, and conclusions derived from the feasibility study

Compile the findings and insights obtained from the study into a comprehensive report. Present the data analysis, assumptions made during the study, and the resulting conclusions. Document any limitations or uncertainties identified during the feasibility study to provide a balanced assessment.

5.2 Presenting clear and actionable recommendations based on the findings

Based on the feasibility study’s findings, provide clear and actionable recommendations for decision-makers. Ensure that the recommendations align with the established goals and objectives. Highlight the potential benefits and risks associated with proceeding or not proceeding with the product development based on the study’s outcomes.

By following these steps, you can conduct a powerful feasibility study that provides valuable insights and informs decision-making in product development.

Now that we know the process let’s walk through a real-world example of how we supported a client with their product feasibility study.

Case Study: Product Feasibility Study

Our client was an early-stage startup developing a new analytics solution for the restaurant industry. The client asked 10EQS to assess the feasibility of their product. 

To accomplish this, we conducted benchmarking assessments of existing similar solutions in the market, held interviews with subject matter experts, and collected voice of customer interviews. 

The outcome of the project included:

  • An assessment of feasibility.
  • Determination of the required investment.
  • Timeline to build the solution.
  • Identification of market risks and opportunities.
  • Analysis of the competitive landscape.
  • Insights from the expert and voice of the customer interviews.
  • A go/no-go decision for the next phase of development.

Upon completion of the project, our client requested 10EQS to proceed to the next phase, which involved conducting an extensive online survey to gather data from restaurant customers. 


A product feasibility study is a fundamental pillar of successful product development. By diligently assessing market dynamics, technical requirements, financial viability, legal considerations, and organizational capabilities, you can make well-informed decisions, mitigate risks, and unlock opportunities for innovation. 

Remember, conducting a thorough feasibility study is not a guarantee of success. Still, it significantly increases the likelihood of developing products that resonate with the market, withstand challenges, and achieve long-term profitability.

If you want to discuss how we can support your feasibility study, click the contact button below.