The AIM Institute > Awkward Realities > Skip quantitative interviews if you’ve got extra R&D resources to squander.

Awkward Reality #148

Skip quantitative interviews if you’ve got extra R&D resources to squander.

Dan Adams |
148 Wasted Resources

After qualitative interviews, seek customer ratings on key outcomes: “How important is abrasion resistance on a 1-10 scale? And how satisfied are you today with abrasion resistance on a 1-10 scale?” This lets you converge with confidence on only those outcomes customers care about… those with Market Satisfaction Gaps over 30% (important and unsatisfied).

More in white paper, Catch the Innovation Wave (page 11).

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