For B2B companies I believe this practice is requiring quantitative, unbiased, unfiltered evidence of customer needs before starting to develop a new product. Today, wishful thinking and confirmation bias greatly distort suppliers’ views of what customers want in a new product. One way to change this? Require Market Satisfaction Gaps for all significant product development. These reveal which outcomes the market is most eager to see improved. Check out over a dozen real-life cases of their use at www.aimcasestories.com.
More in white paper, Market Satisfaction Gaps
This can super-charge your organic growth: Don’t let your R&D conduct any product development work without unbiased, unfiltered data on what customers do and do not want. Market Satisfaction Gaps—based on importance and satisfaction scores for customer outcomes—provide this. You’ll free up enormous resources by working on only what matters.
More in white paper, Catch the Innovation Wave (page 13).
We all hear what we want to hear. So we should require unfiltered, quantitative Voice of the Customer data.
After presenting conclusions from months of Voice of the Customer research, a marketer’s boss said, “No… I think customers want this instead.” A terrible reaction, but why did it happen? The marketer had no hard data—just quotes, impressions and anecdotes. You’ll be more believable, confident and correct—with unfiltered, quantitative VoC data.
More in article, 5 Growth Risks You Can Stop Taking (Originally published in B2B Organic Growth Newsletter).