"Marketing is a $450B industry, and we are making decisions with less data and discipline than we apply to $100,000 decisions in other aspects of business."
- Chief Marketing Officer, Procter and Gamble 2005
Download our whitepaper "Beating the Odds"
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 Whether your company needs to assess the potential of new technology, or work with an exceptional team on market strategy, Customer Insights capabilities enable success in bringing new technologies to market.
Our collaborative approach begins with an understanding of our client’s unique business challenges and tailoring the engagement to meet their needs. Our seasoned professionals have deep functional and industry expertise, with an average of 20 years knowledge gained working with leading healthcare, life sciences and technology companies.
All services incorporate Customer Insights Methodology, a rigorous and unbiased approach delivering fact-based problem solving for maximum market impact.
- Customer Expectations Research and Analysis
Research that gives you hard data early on how and why your technology will hit or miss customers in the marketplace. A unique "convergence analysis" of the product and customer expectations research provides major input into product offering refinement, positioning, and go-to-market strategy.
- Analyst Research
Discussions with analysts and other technology experts that give readings on receptiveness.
- Product Strategy and Product Definition
- Successful technology-based companies do not respond blindly to customer needs and opportunities. They begin with a business strategy that defines customers and markets to be served, competitors, and competitive strengths. We work with businesses to develop a product strategy framework that links their strengths with the most profitable market segments.
- We help them define the product through rigorous product concept testing that provides an in-depth understanding of features and prioritization for the product's intended target markets.
- Taking Technology Products to Market
Will you get your fair share of your customers' budgets? Winning today's value-conscious customers requires new levels of clarity and credibility in product positioning. We work with our clients to create:
- Compelling economic value propositions that address not only benefits, but also address how you'll help today's resource-limited customers deal with the costs of adoption
- Company positioning and branding that carries clear and credible promise of value for the future-to get you on supplier short-lists and gain early access to customers' new programs
- A specific marketing plan that is appropriate to your product. This can include website, advertising, analyst and press relations, and direct and indirect marketing programs
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