Are Study Participants Brain Dead?

Are Study Participants Brain Dead?

We recently moved our office and during packing I stumbled across a collection of articles dating back 15+ years related to where market research failed to predict the ultimate success of a new-to-world innovation. I was under some pressure to declutter, but after thumbing through the folder I decided these articles would make the trek across town. It struck me that there was a common...

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Ignorance is Not Bliss!

Ignorance is Not Bliss!

In dealing with VOC, many feign ignorance to the “wider lens” of people that have VOC needs. Previously, we introduced you to Dr. Ron Adner’s book, The Wide Lens: What Successful Innovators See that Others Miss. Adner builds the case that our execution focused strategies have led to innovation failures because we have intentionally narrowed our vision to see only those factors we can manage:...

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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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