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).

Jump the “triple hurdle” for higher new product pricing: Important… Measurable… Distinctive.

Customers only pay a higher price for your innovation if it is important, measurable, and distinctive. The customer must a) care about the outcome being improved, b) observe the improvement so you get credit for it, and c) be unable to get the same improvement from your competitors. Sorry, but you need all three.

More in New Product Blueprinting article, Three Steps to Unbeatable Value Propositions. (Originally published in B2B Organic Growth newsletter.)