How to Innovate in Marketing (Collection), 2/e

21. Real-Time Customer Research

The concept of customer focus groups usually creates an image of a group of 10–12 people who meet anonymously behind a two-way mirror to discuss a company’s products or services. While this primary research method can be an effective way to get customer feedback, I would like to share a very different approach for learning about customer preferences. This approach can be used for any size of company, but it is exceptionally valuable for companies that are in the early-stage launch of a product or service.

Launch Pad is a business that was founded by Joel Appel and Frank Kvietok. Both Joel and Frank have deep consumer products experience. Joel and his family founded OrangeGlo (specializing in cleaning products), ...