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Erschienen in:
2016 | OriginalPaper | Buchkapitel
4. Exploring Industrial Markets
verfasst von : Claudio A. Saavedra
Erschienen in: The Marketing Challenge for Industrial Companies
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Abstract
Industrial market research should be understood as an on-going managerial activity. Unfortunately, too many industrial companies consider market research as a costly exercise to be done once or twice a year. Worse, the conventional tools used by most companies are inadequate to obtain deep understanding of customer challenges.
This chapter addresses industrial market research by classifying different customer needs, and establishes a comprehensive discussion-list to consider when designing market or customer exploration. Furthermore, a novel industrial market research method here called The Discovery Team is presented in detail. The Discovery Team is an in-field exploration activity implemented by a multidisciplinary supplier’s team. The Discovery Team methodology has been designed to find remarkable business opportunities for both, the supplier and the customer. Discovery Team’s member profiling, tools, do’s and dont’s and a step-by-step protocol is here introduced.