Chapter 6 – Marketing Research in High-Tech Markets

Chapter Features

The chapter includes a wide variety of high-tech examples to support the chapter content, including:

•    IDEO, Intel, 3M, Grupthink, and the Biomimicry Institute
•    BioWave Power

Sneak Peek at Chapter Content

Successful high-tech firms collect useful information to guide decisions; they incorporate customer information and feedback into the product development process; they allocate resources to information gathering.  This chapter focuses on the following:

What research techniques do high-tech companies use?
How can high-tech companies effectively use customer-driven innovation?
What is biomimicry and what is its role in high-tech innovation/research?
How can high-tech companies forecast demand for their innovations?
Listing of Chapter topics from the Table of Contents