Insight Landscape

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New Product Development Archive



December 2013



What’s Your Value Prop? Using customer insight to guide product and service development.

Written by , Posted in Business Insights, Market Reseach

If you’ve seen “This is Spinal Tap,” you no doubt remember the scene where Nigel Tufnel (Christopher Guest) points out that the volume controls on his guitar amplifier “go up to 11” while all other bands’ amps go just to ten.  When Marty diBergi (Rob Reiner), the director of the movie within the movie, asks why they don’t just make the “10” louder, Nigel, somewhat confused, replies “These go to eleven.”  (more…)



November 2013



Realizing the Value of Mixed Respondent Mini-Groups

Written by , Posted in Research Methods

Early in my career I was told that mixing physician types and other medical professionals in group interview settings was a no-no.  The main concerns surround the potential biasing influence of dominant personalities, the influence of role relationships outside of the group, and the possibility that respondent worries about appearances or reputation will stifle open conversation. (more…)