You can do this by presenting a very early idea to your customers. They will give you golden feedback through verbal and behavioral reactions to the stimuli. You can use this data to make the decision on whether to go forward with the idea. Or alter it to better meet real customers needs.
Benefits of ideating with customers
Danfoss was looking to innovate within their core product line to increase their overall market share and differentiate themselves from their competitors.
Danfoss chose UserTribe to help them gain specific feedback from industry experts in the United States, both from within and outside of their current customer group.
In addition to confirming some of their original hypotheses, Danfoss was able to extract new insights from the qualitative customer interviews and speed up their overall development processes.