Market Research

Find out where hidden markets lie, and deliver what the people really want.

Identifying Hidden Needs

Keith Goffin et al.

Palgrave Macmillan, 2010


You can’t solve a problem until you know what it is. New research methods can help make you a marketing whiz.
Market Rebels

Hayagreeva Rao

Princeton UP, 2008


Activists use “hot causes” and “cool mobilizations” to introduce new technologies to the market – or to kill them.
Selling Blue Elephants

Howard Moskowitz and Alex Gofman

Wharton School Publishing, 2007


Design your offerings scientifically and systematically rather than by guesswork and hope.