8/10/2019 DEU Nov 24 2014 Research and Customer Development Aaron Eden

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8/10/2019 DEU Nov 24 2014 Research and Customer Development Aaron Eden

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INNOVATION CONTINUUM

BRANDING LEADS THE WAY

EXISTING MARKET

PROBLEM WELL UNDERSTOOD

INNOVATION IMPROVESDIFFERENTIATION

INCREMENTAL CHANGE

PRODUCT LEADS THE WAY

UNKNOWN / NEW MARKET

PROBLEM NOT WELL

UNDERSTOODINNOVATION IS DRAMATIC

RADICAL CHANGE

8/10/2019 DEU Nov 24 2014 Research and Customer Development Aaron Eden

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In Person

Video

Phone

Email

Survey

8/10/2019 DEU Nov 24 2014 Research and Customer Development Aaron Eden

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Have the same problem

Speak the same “language”

Hang out together

Situations not Demographics

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