Concurrent 5C: Beyond Market Research: Getting from Insight to Product Solutions
Discovering new business models begins with a deep understanding of the needs, behaviors, and expectations of our audiences. Those audiences are changing faster than ever before, making ongoing study and analysis of consumer behavior a necessity. No matter how current the data, though, or how comprehensive the analysis, customer insights alone aren’t enough to drive business model development. This session will begin with a review of survey responses from over 10,000 researchers, covering their perceptions of the value that they receive from society and association memberships. From there, it will explore the use of tools and approaches that help translate those customer insights into value propositions and ultimately, products on the market. At the conclusion of the session, participants will have a better understanding of how to apply innovation management methodology in their publishing programs and will be better able to accelerate the process from market research to product launch.
