- What is New Product Blueprinting?
- How is Blueprinting learned and applied?
- How does Blueprinting fit with a stage-and-gate process?
- How does Blueprinting fit with strategic planning?
- How does Blueprinting fit with Design Thinking?
- How does Blueprinting fit with Lean Startup?
- How does Blueprinting fit with Minesweeper de-risking?
- How does Blueprinting fit with LaunchStar product launch?
- What innovation metrics should we use?
Market Segmentation (Step 1)
Discovery Interviews (Step 2)
- How to plan Discovery interviews
- Preparing your interview team
- Convincing customers to be interviewed
- How to handle confidential info in an interview
- How to conduct a Discovery interview
- Finding & using a digital projector for interviews
- How to conduct a customer tour
- How to debrief & follow-up a Discovery interview
- Engaging your sales colleagues in interviews
- Engaging distributors in interviews
- Interviewing customers down the value chain
- How to interview remotely with web-conferences
- How to interview at trade shows & other venues
- Interviewing in different global cultures & languages
- How to listen well during customer interviews
- How to probe during customer interviews
- How to gather economic data during interviews
- How to create & use Current State questions
- How to identify Must Haves (MH)
- How to select Top Picks (TP)
- How to use Trigger Maps
- How to form Outcome Statements
Preference Interviews (Step 3)
Rest of Blueprinting (Steps 4-7)
1. How industry experts can help
Before interview customers, it often helps to interview an industry expert.
You may not need any help from industry experts if you’re planning to develop a new product or service for a market segment you are already familiar with. But if you plan to pursue a market that is adjacent—or even totally unfamiliar—to your business, these experts can be extremely helpful. They can provide you with information on…
- Key customers in the market segment, beyond the dry facts. Who is winning, who is losing, who is open to innovation, etc.
- Which competitors you should watch closely, and how you might anticipate their moves.
- Which technologies are now being used… or are likely to be used.
- Important trends, e.g. global growth patterns, market discontinuities, regulatory matters, etc.
- Most important: These experts can introduce you to key customers and other market players. Because this is their “home industry,” they can open doors to contacts unavailable to you.
Tip: It’s rare that a single industry expert has all the information you seek. Each expert will have a different “slant,” heavily influenced by his/her own experience. Plan on interviewing multiple experts to get a “360” view of your target market segment.
For tips on where to find these experts, see the next BlueHelp article, Where to find industry experts.
Keywords: industry expert, consultant, market research tips sheet, retired expert, expert network