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15min chapter
504: Market Research for Product Innovation – with Chip Chomyn
Global Product Management Talk
Uncovering Customer Insights Through Market Research
This chapter focuses on the essential role of market research in grasping customer needs, using Gatorade's strategic shift as a key example. It discusses the effectiveness of qualitative interviews and quantitative surveys, including techniques like Conjoint Analysis, in revealing true consumer preferences. Ultimately, the chapter emphasizes the importance of aligning product development with actual customer values rather than perceived features.
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