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How can you use market research to understand customer needs when developing new technologies?

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Market research is a vital tool for any business that wants to create or improve its products or services, especially in the field of technological innovation. By understanding the needs, preferences, and pain points of your target customers, you can design and develop solutions that meet their expectations and solve their problems. In this article, we will explore how you can use market research to understand customer needs when developing new technologies, and what methods and best practices you can apply.

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Shiladitya Sircar

Senior Vice President | Product Engineering | SaaS, AI & DataScience, CyberSecurity, e-Commerce, Mobile
Gijsbertus J.J. van Wulfen

Award winning innovation keynote speaker helping you to create innovative mindsets at your event and your organisation.…

1 Define your objectives and scope

Before you start any market research project, you need to have a clear idea of what you want to achieve and what questions you want to answer. For example, do you want to validate an existing idea, test a prototype, or identify new opportunities? Do you want to focus on a specific segment, niche, or market? Do you want to compare your offer with your competitors? Having a well-defined objective and scope will help you choose the most appropriate research method, design, and sample size for your project.

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2 Choose your research method

There are two main types of market research methods: quantitative and qualitative. Quantitative methods use numerical data and statistical analysis to measure and compare customer behaviors, attitudes, and opinions. Qualitative methods use non-numerical data and thematic analysis to explore and understand customer motivations, emotions, and experiences. Depending on your objective and scope, you may use one or both methods to collect and analyze data. Some common examples of quantitative methods are surveys, polls, and experiments. Some common examples of qualitative methods are interviews, focus groups, and observations.

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Gijsbertus J.J. van Wulfen

Award winning innovation keynote speaker helping you to create innovative mindsets at your event and your organisation. Contact me for a proven innovation method to double your effectiveness in 2025.
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In my experience as innovation facilitator of 100+ projects all over the world, the best way for customer discovery is: “GO OUT AND TALK TO THEM YOURSELVES”! 4 tips for you: 1. Immerse as an anthropologist among your potential customers without being judgmental. 2. Find out what’s really relevant for them at this moment. 3. Identify their jobs-to-be-done and issues related to the context of your scope. 4. Do customer discovery before your ideation process YOURSELVES with your whole tam, as the experience is as important as the results. When you immerse in your target group yourself you will understand their situation, and their jobs to be done more profoundly than any other method. You will never forget your customer visits.

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3 Design your research instruments

Once you have chosen your research method, you need to design your research instruments, such as questionnaires, guides, or scripts, that you will use to collect data from your customers. Your research instruments should be aligned with your objective and scope, and should include clear, relevant, and unbiased questions or prompts that elicit honest and useful responses from your customers. You should also test your research instruments before using them to ensure that they are reliable, valid, and easy to use.

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Shiladitya Sircar

Senior Vice President | Product Engineering | SaaS, AI & DataScience, CyberSecurity, e-Commerce, Mobile
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In a product market fit experiment use surveys and data analytics to gauge customer expectations. This data informs the development process, ensuring that the technology aligns with genuine customer needs. Use focus groups for the target audience and run as many pilot experiments possible within a fixed time frame.

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4 Collect and analyze your data

The next step is to collect data from your customers using your research instruments. You should select a representative sample of your target population, and ensure that you follow ethical and legal guidelines when conducting your research. You should also record and store your data securely and accurately. After collecting your data, you need to analyze it using appropriate tools and techniques, such as software, charts, graphs, or codes. You should look for patterns, trends, insights, and gaps in your data that relate to your objective and scope.

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5 Interpret and present your findings

The final step is to interpret and present your findings in a clear and concise manner that answers your research questions and supports your objective and scope. You should use visual aids, such as tables, diagrams, or infographics, to illustrate your key points and highlight your recommendations. You should also use storytelling techniques, such as narratives, anecdotes, or quotes, to convey your customer needs and perspectives. You should tailor your presentation to your audience, such as your stakeholders, investors, or developers, and explain how your findings can help you create or improve your technological solutions.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you use market research to understand customer needs when developing new technologies?

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1 Define your objectives and scope

2 Choose your research method

3 Design your research instruments

4 Collect and analyze your data

5 Interpret and present your findings

6 Here’s what else to consider

Technological Innovation

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How can you use market research to understand customer needs when developing new technologies?

1

2

3

4

5

6

1 Define your objectives and scope

2 Choose your research method

3 Design your research instruments

4 Collect and analyze your data

5 Interpret and present your findings

6 Here’s what else to consider

Technological Innovation

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