What You Don’t See Can Kill You

What You Don’t See Can Kill You

Blind spots are everywhere.  The most familiar are those related to your car such as that zone you can’t see in the rearview mirrors when driving.  (Personally, I still can’t see that zone even after unnaturally turning my head over my shoulder.) We also have mental blind spots.  There are aspects of our personalities of which we simply are not aware but probably drive others...

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Meet Your New BFF: Max Diff

Meet Your New BFF: Max Diff

Who? Okay, so Max Diff (Max) isn’t a person, but is an analytic technique known as Maximum Differential Analysis.  We’re not kidding about the BFF part.  If you don’t know Max, you need to. Why Max? A big challenge in new product development is prioritizing the features most important to end users.  A typical outcome of qualitative research and ideation is a long list of...

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People are Strange

People are Strange

No, this is not a blog about the Doors’ classic song. However, we’ve all had those moments where we scratch our heads and think, “People are strange…” For example, do these sound familiar? You’re leading a workshop to align a team on an important initiative. Half of the participants dominate the conversation and the other half don’t say a word. You’re running an ideation session,...

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The Uselessness of “Purchase Intent”

The Uselessness of “Purchase Intent”

In spite of being notoriously unreliable, asking whether your target customer intends to purchase your new-to-world product is fairly standard in research to support product development decisions.  And, it can be completely useless information. Purchase intent has some value in fast-moving consumer goods where the metric is captured during concept testing, and then married with eventual sales.  After numerous product launches, these ratios can help...

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