Exploring the FUTURE in the PRESENT

SINCE PEOPLE ARE NOTORIOUSLY unreliable in articulating meaningful preferences for yet-to-be developed products, disappointments are common for companies that depend on consumer research as a guide for innovation. Christopher Ireland and Bonnie Johnson believe that their approach, Applied Exploration, overcomes many of the problems inherent in this type of analysis. To support this conclusion, they outline their methodology and describe the very precise marketing profiles that emerge from their research process.