How do you de-risk a US market entry for physical products—fast? In this talk I share a repeatable, lean research workflow we used to select the right playsets, the right prices, and the right messages before stocking a single pallet. We combined “feature-first” choice tests (no prices) with “market-realistic” rounds (all 8 with prices), a Price Sensitivity Meter (PSM), and a simple “price-pull” metric to see where price alone moves demand. We segmented by budget, yard size and kids’ ages, then turned findings into an actionable GTM: product lineup, tone/finish (dark vs light wood), price bands, and PDP messaging. You’ll leave with a blueprint, pitfalls to avoid, and plug-and-play question sets you can adapt to validate your own product-market fit.