Skip quantitative interviews if you’ve got extra R&D resources to squander.

After qualitative interviews, seek customer ratings on key outcomes: “How important is abrasion resistance on a 1-10 scale? And how satisfied are you today with abrasion resistance on a 1-10 scale?” This lets you converge with confidence on only those outcomes customers care about… those with Market Satisfaction Gaps over 30% (important and unsatisfied).

More in white paper, Catch the Innovation Wave (page 11).

Got a new product hypothesis? Give it the “silent treatment” during customer interviews.

I love it when our clients have cool technology and clever ideas. But don’t mention these to customers during VOC interviews. From the customer’s perspective, the interview should look exactly the same whether or not you’ve got a great hypothesis. Give your hypothesis the silent treatment for now. Simply listen to the customer.

More in article, Give your Hypothesis the “Silent Treatment” (Originally published in B2B Organic Growth).

Strong innovation metrics should be insightful, predictive and actionable. Not missing.

Strong intermediate (vs. ultimate) innovation metrics share these qualities: 1. Insightful: They help firms understand relationships between cause and effect. 2. Predictive: They measure behavior that will foretell ultimate success. 3. Actionable: Their short “feedback loop” allows rapid adjustments to be made. Are you using such metrics?

Read more in the article, 3 Problems with Innovation Metrics (Originally published in B2B Organic Growth newsletter).