Prioritize Features for MVP Faster and with Amazing Accuracy

pairLab shows you which product features your customers really want so you can align stakeholders around your vision and get to market faster.

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Problems ...

"Everything" isn't a priority.

Your killer product needs killer features. How do you choose the ones customers actually want? How do you prioritize features for a clear product vision that your team has confidence in? And (most importantly) how do you convince your bosses which product features will work and which ones won't? It's madness, and it happens to every product manager.

Product Decisions

“I need to prioritize features for my vision.” Whether you’re a lean-and-mean startup building that killer app, a dev team looking to define MVP or a seasoned product manager creating a roadmap, the stakes are too high for guessing customer priorities.

Convincing the Boss

“I need to show stakeholders which features customers want.” We’ve all been in that room with those stakeholders. You're there to demo your vision, but they have their own view of what's right. Fail to sway them to your plan, and you risk failure.

Customer Centricity

“I need to know what each customer segment values.” There is no average user, so why lump all customer desires into one bucket? Compare their needs accurately and you discover new opportunities. Fail to prioritize each segment's needs and you risk losing them.

Product Discovery

"I need to know what I don’t know." Open-ended customer surveys uncover lots of ideas. Too bad they're a nightmare to analyze. Closed-ended customer surveys are easy to analyze but leave out up to 60% of possible ideas. If only there was a tool that did the best of both.


"I need to know what my customers want from my brand." Market research needs to find the right message and gauge reputation. But how do you know when different customer groups perceive your product differently? Trial-and-error is an expensive process.

Cost and Speed

"I don’t have a lot of time to spend." Customer studies take a long time and cost thousands of dollars. Not anymore.

... Have Solutions

Run an ex•pair•i•ment.

Let your customers and stakeholders tell you which product features are important to them and how passionate they are about what they want. A pairLab expairiment quantifies and prioritizes needs for you. pairLab maps a way forward -- all with confidence, clarity and speed. A pairLab expairiment:

Prioritizes features

by quantifying how important each feature is to customers

Finds the solution

for different customer segments that you define

Crowdsources new ideas

that are fed back into the expairiment for testing


Finds hidden needs

by breaking down complex choice into simple pairs that are easy to judge

Is quick to set up

and quick to complete

Changes the discussion

to defang scary stakeholder whims

Stop Monkeying Around with Surveys

Closed-ended surveys are easy to analyze, but can leave up to 60% of possible answers out of the results. Open-ended surveys can capture more, but are a nightmare to analyze. Neither gives you meaningful results (if something scores a 3 out of 5, what does that mean?). Plus, they're long and boring to take.

pairLab solves these problems by crowdsourcing ideas you didn't know about, gamifying questions for a better participant experience, and showing you what customers really care about. All pairLab expairiments come with:

  • Dashboard to manage your expairiments at a glance
  • Step-by-step help, with a real examples to teach you best practices
  • Control over survey access to keep your results accurate
  • Link and embed code to distribute surveys where you need them
  • Friendly participant experience to encourage people to take your survey
  • Crowdsourcing features to uncover your participants' hidden needs
  • Participant segments to see into each customer demographic
  • Custom messaging to make your survey personal and inviting
  • Social media image upload to make your survey more engaging on Facebook, Twitter and LinkedIn
  • Data scrubbing that shows you where bad data could affect your results
  • Real-time snapshot of performance data to see how your expairiment is doing and identify the right mix of participants
  • Idea ranking by participants and segments to understand their needs and compare them quantitatively
  • Multidimensional scaling to gain deep insights into needs and opportunities
  • Tertile and quintile priority groups that sort and aggregate the high, medium and low priority ideas
  • Downloadable tables and charts to include in your reports and presentations

Here's what an expairiment looks like.

Click on a screenshot to see pairLab in action.

1. Set up an expairiment

Each expairiment begins with a poll that defines the question, messaging and demographic segments.

2. Add the ideas to poll

Seed your expairiment with ideas to test.

3. Run the Expairiment

Participants are helped along by the friendly lab manager.

4. Choose the Better Idea, or Add Your Own

Participants choose the idea they prefer from a pair of ideas presented to them, or suggest one of their own.

5. Scrub your data for quality

Review each participant's data against QA checks.

6. Review Performance

Look at the high-level stats for your expairiment to see how it's performing.

7. Analyze the Results

See the results of your expairiment on ranking reports that slice your data with incredibly insightful visual reports you can download.

8. Group high priority ideas together

See where ideas naturally group together as high, medium and low priority ideas.

Case Study

How pairLab helped Princeton University create its award-winning intranet.

Christian Knoebel works at Princeton. He created pairLab as a tool to help him develop digital products and services for work. Learn how pairLab helped him build an intranet for his university colleagues that won the coveted Intranet Design Annual award by finding MVP and a product name in just a few days.

Read the case study.

Read more customer and product insights: Our Favorite Halloween Candy in 2022 | Predicting Super Bowl LVII | Frustrated with Google Search? You're Not Alone. | What Mom Really Wants for Mother's Day | America's Favorite Sandwich

Join the lab

Unlock Your Project's Success by Partnering with pairLab

Let pairLab prioritize customer needs for your product or service like never before. Together we can do this:

  • Informed Decision-Making: Tap into years of experience to make informed decisions, prioritizing ideas and features that drive real value for your product or service.
  • Customized Expairiments: Studies tailor-made for your unique goals, ensuring you receive actionable insights that matter most to your audience.
  • Expert Analysis: Benefit from the expertise of a seasoned digital product manager and the creator of pairLab, who knows the tool inside out, providing you with unparalleled insights.
  • Comprehensive Report: Receive a detailed priority report that goes beyond data, offering actionable recommendations to elevate your product or service.
  • Stakeholder Alignment: Streamline decision-making by finding stakeholder and customer alignment to ensure your product or service reflects the collective vision.
  • Competitive Advantage: Speed up your time-to-launch by quickly prioritizing the most critical features, staying ahead of the competition, and maximizing your ROI.