In both cases models are used to predict future behavior. Barometric pressure and other data are the “raw material” for weather models. For you, it’s quantitatively measuring key customer outcomes in the front-end of innovation. Your model lets you replicate the customer experience… so you can know with confidence how they’ll react to any of your product designs.
If you ask B2B customers the right questions, you can replicate their experience within your operation. Learn which outcomes they care about, which test methods simulate those outcomes, and how much satisfaction would be delivered by any test result. Do this properly and you’ll know how they’ll react before they react.
More in white paper, Catch the Innovation Wave (page 11).