Software Confidential: Product viability testing for ag R&D

Summary

Pixo led an intensive user testing effort to help our client validate a potential new product idea by observing how their target audience did—or did not—alter their decision-making in response to the availability of entirely new types of data. The goal was to understand whether introducing these data points meaningfully influenced how users evaluated situations, made choices, or prioritized actions in their workflows. To support this research, we designed a testing system that introduced the new data types in realistic scenarios and monitored how participants interacted with them during real-time decision-making. By observing where users noticed, trusted, or ignored the new information, the team identified patterns in how the data affected behavior. These insights helped clarify whether the new data created genuine value for users or simply added noise to an already complex decision environment. Throughout the process, Pixo emphasized meeting users where they are—testing ideas within the context of existing habits, mental models, and workflows rather than assuming adoption would happen automatically. This R&D engagement ultimately provided the client with actionable insight into how their audience responds to new information, helping them assess product viability and make more informed decisions about where to invest in future development.