11:15 Methods for Developing New Products that Customers Predictably Will Buy

The common methods of market segmentation actually define misleading targets for innovation, and are a leading cause of new product failure.

This keynote presentation will cover:
1. The customer generally is the wrong unit of analysis in marketing research
2. Segmenting markets by jobs that customers are trying to do yields much better results.
3. This must be combined with disruptive innovation