Skip qualitative divergent interviews and you’ll fail to uncover unexpected customer outcomes. You simply don’t know what you don’t know. Overlook quantitative, convergent interviews and you’ll fail to tightly focus R&D on those outcomes customers deem important and unsatisfied… the only ones worthy of a price premium.
More in white paper, Timing is Everything (page 8).
If you don’t ask customers the right questions, you can’t quantitatively assess their next best alternative. So you’ll have to guess at pricing. Guess too high and customers won’t buy. Guess too low and… well, customers will let it go this time. And you leave money on the table, perhaps for a decade or more.
Read more in this free white paper, Catch the Innovation Wave (page 12), which details how your company can improve customer value and experience a significant increase in sustainable organic growth.