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Selling Blue Elephants: How To Make Great Products That People Want Before They Even Know They Want Them by Alex Gofman - PH.D., Howard R. Moskowitz - PH.D.

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Chapter 5. Discover More About Your Competitors Than They Themselves Know—Legally!

This chapter is not about “cloak-and-dagger, mission-impossible” type of commercial espionage, although the results might be much more exciting to the business professional. Let’s change our mis en scene to the often-frenetic, generally frazzled content programming and marketing department of a Web-based broadcaster specializing in teen ezines (teen-based newsletters on the Internet). Unlike the scientists in the first chapters, there’s no test tube in sight; the mere mention of statistical modeling makes the more creative of the group wince with pain, real or affected; and even in the most optimistic case, the deadline is always yesterday. Pain or no pain, technology-driven ...

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