Abstract:

Traditionally market research is seen as a part of Marketing with its core task to support Marketing and R&D in their relations with consumers. The Market Researcher can do more - that is to help the functions come up with efficient innovative solutions and to unify the innovation process. This paper offers an efficient and productive approach to innovation search, based not only on insights search, but on the analysis of technologic developments. Great insight is not enough, and this paper offers a method to translate insight into a tangible product.