Conjoint analysis is a powerful, multivariate, statistical market research strategy designed to gain a deeper understanding and prioritization of customer trade-offs. There are multiple ways a conjoint analysis can be administered, but the most traditional way is to use a customer survey in the form of a focus group or a live, web or phone […]
How Market Segmentation and Analysis Can Make or Break Your Launch
Market segmentation is a two-step marketing strategy that divides a broad target market into subsets of customers that have common needs, interests and priorities, and then designs and implements strategies and launch plans to target the customer segments that have been identified as desirable. Most companies recognize the value of market segmentation and analysis and […]
The Market Driven Organization: What Does It Mean and Why Does It Matter?
More often than not, organizations start out with high expectations for a successful market launch, only to find that the results fall short of goals. A seemingly innovative idea fails to attract customers and never reaches its projected sales. A product worked brilliantly in a research laboratory, but fails to reach the target market. A […]
Are There Really Just Ten Types of Innovation?
As companies are challenged to deliver growth and profitability, they are looking to the emerging field of innovation for insights to achieve these higher levels of performance. The book Ten Types of Innovation by Larry Keeley reports on years of research and identifies ten main patterns or drivers of innovation. These drivers span all aspects […]
Agile Systems Engineering as a Model of Innovation and Adaptation
“Innovation” is not limited to the context of introducing new commercial products, services, and technologies. We can learn from the study of innovation in more general settings. Human-engineered, human-kludged, and living biological or other natural systems not originated by humans are frequently under pressure to adapt. Those pressures originate in opportunities or competition, predators or […]
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