STOP EXCLUDING CONSUMERS!…WHEN MOVING FROM INSIGHT TO INNOVATION
By Ben Schubert
Companies know more about their consumers than ever before. Yet they often fail to turn this insight into successful innovations, leading to new products that are much weaker than they could be.
New technology in market research can dramatically improve innovations. Market research has long helped marketers better understand consumer needs and desires. Usage and attitude studies help to uncover consumers' habits and opinions. Through qualitative research, marketers gain a rich picture of individual consumers. The goal is to identify unmet needs and hidden desires. Done right, the result is a strong insight into consumers' lives.
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