Thursday, 9 November 2006

How to segment the market for a new product

If you're interested in new product design and/or market research techniques, the latest chapter in Stop Flying Blind talks about how to define the market for a new type of product. It's not as easy as you might think, because traditional market research is focused mostly on understanding existing markets, not on defining new markets that don't yet exist.

Clayton Christensen would probably tell you that it can't be done at all. I think it can, but it's not easy, and it's definitely not research as usual.

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