The winning products of the future are those that satisfy the unmet needs of today’s customers. If a company can determine today just what those unmet needs are and can accurately assess how well the new solutions under consideration address those needs, then it can invest in the solution that will get the job done best, and create the winning products of the future. ODI makes this possible and was designed with this end in mind.
…vest in quantitative market research to help them discover and prioritize opportunities for growth. They often use qualitative research as a proxy, which leads to speculative answers at best. Companies often cite lack of time or budget as reasons for not quantitatively unearthing unmet needs. The irony, however, lies in the fact that these are often the same companies who are forced to make the time to pivot and fail fast — both of which could be avoided with systematic gathering of data.