All of the available tutorials may be attended by the conference participants. Click each checkbox to select the tutorials you would like to attend.
Businesses spend fortunes on market research, yet, according to numerous studies, most products launched every year fail. The failed products either miss or under-serve real customer needs. Companies use various Voice-of-the-Customer methods to reveal what matters most for their customers. This approach – asking customers what they want – doesn’t necessarily uncover latent (and most promising) needs that customers can’t really articulate. Customers don’t ask for features they believe are not feasible (there was no initial demand for the microwave oven, iPod, GPS, mobile phones, laptops, credit cards, and thousands of other winning innovations). Once people realize their latent needs, they can’t live without fulfilling them. Innovations that meet latent needs are bound to win the market.
This tutorial will acquaint you with latest TRIZ-based methods for identifying high-potential innovation opportunities. These methods will be illustrated by case studies from various market domains, including IT.
You will learn:
How to identify unmet customer needs, including latent ones
How to select the most promising unmet customer needs
How to map all innovation opportunities to meet these needs