Research Practices that Hinder Innovation
Speakers: Stephen Bohnet
Recorded Date: Wednesday, July 20, 2011
Duration: 40 minutes
View this recorded webinar to hear new survey results for different well known technology products and services to help researchers and marketers better understand what they can do to improve and innovate their own brands. Most research methodologies look for the mass appeal ideas defined by high purchase intent scores. This description excludes many very viable products, ready to launch, because less than one-third of all successful new product ideas test with mass appeal. The industry has been fixated on Top 2 Box Purchase Intent scores for too long.
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