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Enterprise Growth and Innovation

In: Business and Management

Submitted By EWasem
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ENTR6200 11498 Enterprise Growth & Innovation SEC 03
Week 4 Discussion 1: Research and User-Centered Design
Emmanuel Wasem
October 17, 2012

Researching Existing Customers

Researching existing customers alone may not always produce the best outcomes for corporations when used for determination of whether or not to proceed with an innovation. This is especially true when the corporation is embarking on a high-tech or new-to-world products.
Explain why and how user research with existing customers can prevent true innovation
It is difficult to decide on the most appropriate research design such that the selected people for interviews (or whatever research methodology used) are completely representative of the consumers targeted for the product/service and a biased outcome is the result. Our lessons for this week indicate that there is no optimal research design and instead, a good marketing researcher understands that there is more than one way to tackle a problem and the ability to make the right choice comes with experience. This experience enables the researcher to construct creative research designs that can solve marketing problems more effectively.
It is also true that some customers do not have the foresight or may be unwilling to share some information or experiences about a product or service for personal reasons. Sometimes the survey research technique may be the obstacle to appropriate responses like if there is a problem with the wording of the questions where “leading”, “ambiguous” , “unanswerable”, or “non-exhaustive” questions may create problems with the research outcome.
Another consideration, especially common for radically or completely disruptive innovations is that the innovations is several years ahead of the current generation of customers and in addition, the entrepreneur and his invention have to fight the entrenched, powerful and

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