By: 19 days for Pokémon Go to reach 50 million users. And that was all the way back in 2018.
At the same time, we’ve noticed that consumers are getting even more demanding. Apps like Uber have convinced us that we should expect to be served on demand. Google Now — like other virtual personal assistants — is using predictive search to determine what we want before we even know ourselves. In a world like this, how can we be expected to offer a breakthrough product or service with insights that are years old?
Unfortunately, companies have limited resources, and they can only refresh their market research on a relatively limited basis. But that’s not always a problem. Some forms of research tend to last longer than others. Accordingly, I’ve identified the approximate shelf life of several common types of research to help ensure that your organization isn’t over- or under-investing in research. I also offer a few recommendations for collecting more shelf-stable research and for finding scrappy ways to gather in-the-moment insights when you need information that is more current.
Jobs to be Done: A Roadmap for Customer-Centered Innovation.
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NEW MARKETS ADVISORS