A ROADMAP IS NOTa list of requests.
This demonstration helps identify the evidence needed before committing development capacity to a roadmap.
In your company, we research customer needs and structure roadmap priorities. Explore this example to see how the work can create clarity for your leadership.
of needs analyzed in Read more were prioritized by fewer than 30% of customers in their respective bases. Sample: 1,423 needs across 59 companies. This is a sample finding, not a universal claim.
From need to decision.
Not from idea to backlog.
Select any stage to explore the concept, supporting evidence and an example of application.
Primeiro escolhemos o problema. Depois avaliamos a solução.
A feature can be requested urgently without justifying investment. What matters is the relevant need the solution aims to meet, not how forcefully the request was made.
We research customer needs and quantify their relevance within a defined audience. ICAN adds evidence about perceived fulfillment, independently of a product or brand.
We compare solution alternatives, expected customer outcomes, business returns and the lasting cost of complexity.
Leadership makes an explicit choice: preserve essential commitments and remove those that do not support strategic focus.
The roadmap changes when evidence enters the conversation.
Explore a fictional set of needs in a B2B SaaS company. Select a need, examine the signals and try changing the decision.
No needs match these filters. Change the horizon or decision to continue.
Consolidar indicadores sem retrabalho.
A decision is an executive choice informed by evidence, not an automatic score.
Nota metodológica: The percentages, ICAN scores, alternatives and decisions in this simulation are fictional; they do not represent The Need Gap 2026. ICAN shows how well a need is perceived as fulfilled. A low ICAN score alone does not establish an opportunity or justify investment. Legal obligations, security and reliability require separate risk assessment.
A roadmap with explicit trade-offs.
Simulated decisions rearrange the plan immediately without creating actual commitments.
Entra agora
0Recebe foco de entrega no ciclo atual.
Validar / esperar
0Requires validation, a better alternative or another cycle.
Retirar
0Does not justify remaining in the current investment plan.
The example already includes the evidence. For your company, we research needs, interpret data and work with leadership to structure priorities.
Different priorities. Different horizons.
The framework does not place every initiative in the same ranking. It distinguishes choices that strengthen the current business, expand validated offerings and develop new value.
Each horizon requires evidence suited to its level of uncertainty while keeping the link to value creation and capture.
Protect the value that already exists.
Priorizar melhorias que aumentam o valor entregue à base atual, reduzindo atritos relevantes e complexidade desnecessária.
Which relevant need among current customers deserves more resources?
Melhor retenção, maior adoção ou custo de servir menor.
ROI depends on the decisions that come before it.
An investment decision can be traced backward from the financial result to the underlying need.
O benefício capturado justifica o capital empregado?
How does the business turn value into revenue, margin or retention?
Which important customer outcome does the solution improve?
Is there a relevant problem that justifies committing resources?
Implications for leadership
How will this analysis change your next decision?
A sound strategic decision starts with a recognized problem, then examines the evidence needed to assess relevance, value, and returns. Customer-need research can guide strategic priorities; the Need-Based Value Matrix helps turn that evidence into choices across Core Business, Expansion, and Innovation.
Public research, methodology, and cases do not replace investigation of each company’s customer base and ICP. Potential ROI requires assessment of costs, feasibility, and the conditions for capturing value.
Even flawless execution cannot fix the wrong priority.
Bring this reasoning into your company. We research your audience's needs, interpret the evidence and structure priorities to guide development capacity.
For CPOs, product leaders, CTOs and executives responsible for allocating capacity.
What we bring to the decision: organized needs and evidence, priorities with rationale and conditions for advancing, validating or reviewing the plan. Scope depends on your company's context.
Request a conversation and tell us what challenge your team is facing.
The interactive scenarios and values are illustrative. Company research requires qualitative discovery, quantitative validation and ICAN. The Study develops and interprets the evidence base; the model organizes the analysis without automatically assessing your customers.
NEXT DECISION
Prioritize roadmap and product
Briefly describe the decision, investment or challenge you need to assess. We will follow up to understand your needs and agree on an appropriate scope.
