AIM Archives - Month: July 2018

Should you take a Do-It-Yourself approach to customer insight?

166 DIY

B2B producers often take a DIY approach, while B2C marketers hire research firms. Why? For one thing, consumer products often have bigger annual revenues: Think of all the small B2B parts in a big-ticket item like a smart phone. For B2C it’s all about that launch. But B2B companies often “turn the crank” on many smaller new products… so its economical to develop in-house expertise.

More in article, You Already Answered 4 Questions, but… Correctly?

I’m still looking for a B2B industry that does not suffer from supplier-centric innovation.

165 Supplier centric

It would seem obvious that new product development should be focused on those who will pay for these products: customers. It would seem. Yet B2B suppliers routinely pursue their own ideas, concepts and hypotheses, paying too little attention too late to market needs. True customer-centric innovation is a completely different mindset.

More in article, Is Your Innovation Supplier-Centric… or Customer-Centric?