https://embed-ssl.wistia.com/deliveries/60d314fd1672a9eccc9a4af84ac2e5f8.mp4
I would say we really work to understand consumers’ unmet needs and then try to figure out what are the products that fit those needs. But, that isn’t perfect because, for example, when Apple introduced the iPhone, they introduced a product that consumers didn’t even know they needed – that obviously became a gigantic success.
So, along with just trying to understand what our consumers’ unmet needs are, we are trying to understand what are their needs they don’t even know that they have.
At a high level, it really involves a lot of both quantitative and qualitative research.