Market Research On The Cheap
By: Robert W. Price
BusinessWeek: Small Business
These are some great talking points in this article by John. Thanks for setting up a great discussion. We believe that best marketing research comes from studying “lead users.”
In his book The Sources of Innovation, Eric von Hippel, professor of business at MIT, describes lead users as those who are ahead of the majority of the marketplace. The “lead-user phenomenon” is that lead users are in a unique position to provide accurate, insightful data on needs related to future conditions of the industry, and they are also in a position to benefit significantly if they find a solution to their particular problem.
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Robert W. Price
Executive Director
Global Entrepreneurship Institute
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