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Innovation and Market Research PDF Print E-mail
Wednesday, 22 June 2011 00:00
 
 
Gregory Yankelovich
Presenter: Gregory Yankelovich
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Download: Audio MP3 | Slides
About the Webinar:

Ryma's June 22nd webinar was presented at noon EST by Gregory Yankelovich. There is a heated debate in a Product Management community about the Role of Market Research in creation of innovative products.

Product managers, who subscribe to a “thought leadership” (as oppose to “customer participation”) model, love to quote Henry Ford who supposedly said – “If I asked my customers what they want, they simply would have said a faster horse.” The “customer driven innovation” camp proponents are swearing by Customer Feedback and Voice of Customer based methodologies. However there is no clear evidence that either site consistently out-innovate their opponents.

During this webinar we will explore and analyze traditional methods of product definition process, their limitations and their applications that often lead to incremental improvements as oppose to true innovation. We will talk about

What separate a successful product from INNOVATIVE product

What are differences between a Product Manager and a Star Product Manager , and

How the knowledge of the market helps to close the gaps between the two.

About the Presenter(s):

Gregory Yankelovich has over 30 years of leadership experience in defining, developing and marketing technology-centric products for B2B and B2C markets. He currently serves as the Founder and CEO of Amplified Analytics, the company specializing in Customer and Market Intelligence.

 

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