Product Development


Coming to Our Senses

Coming to Our Senses

Concept testing is an important aspect of innovation, as it is often used to determine which ideas or concepts are fit for advancement vs. those that take a back seat. The standard practice is to present concepts via a carefully-designed template with the insight, benefits, and reasons to believe. But, as the as the cost of producing 3D models and prototypes declines, it is time...

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Let Me Save You Some Time

Let Me Save You Some Time

I admit it. I’m terrible at keeping up with work-related reading.  If I come across something, I’ll pile it on top of my credenza. By the end of 2016, I hoarded a stack of unread stuff that was more than two-feet high and two-feet wide! After the New Year, I found time to get caught up on my reading and rescue several lost and buried items...

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Empathy or Evidence?

Recently, I’ve been in an ongoing conversation with a CEO of a mid-sized company about marketing research, consumer insights, and innovation. This CEO is an engineer by training, and he started his company with a great idea. This year, sales for his company will exceed $500 million.  Not bad. While the company has a product development and marketing function, they’ve never invested in formal consumer...

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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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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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