At Simon Associates Management Consultants (SAMC), we're all about innovation, culture change and harnessing the power of Blue Ocean Strategy® to help you and your organization meet the many challenges ahead in these rapidly-changing times. We're also futurists, which is why we're facinated by Guest Blogger Michael Olenick's blog about the story behind the story of the Space Force logo. We learned things we never knew—we bet you will too! Enjoy.
From Guest Blogger Bob Roitblat:
"We should discard the old, unquestioned assumption that demographics is always the best way to segment markets." —Daniel Yankelovich, New Criteria for Market Segmentation, Harvard Business Review, March-April 1964, page 89.
Traditional market research techniques focus on data, metrics, purchase intent and attribute preferences—i.e., on logical analysis. These provide only a fraction of the available knowledge and insight necessary for effective innovation for several reasons: