Market research often falls short when it comes to innovation. Here’s why:
Modern market research methods, like Lean Startup, do a great job of focusing on customer-centric discovery. It accepts that we don’t have all of the answers and shifts initial focus to finding them. In one of our article about the innovation imperative, we discuss how focusing on learning before executing is vital to innovation.
It generates insights through empathy (one of the 3 E’s of Lean Innovation). In lean startup, before beginning to test solution ideas, one focuses on developing empathy through customer development interviews. In market research, this is often done through qualitative one-on-one interviews, observation, prototyping and other methods. But, once we dig deeper some common problems emerge.
For starters, product and market research are usually two separate activities....
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