Navigating market opportunity: traditional market research and deep customer insight methods
Abstract
Purpose
This paper aims to explore the use of a design process of inquiry that incorporates both deep customer insight (DCI) and traditional market research (TMR) in an ill-defined, complex current market opportunity to generate new business opportunities for firm-based innovation.
Design/methodology/approach
The paper reports on an empirical research case study conducted within a multi-national insurance agency looking at the shift in mobility in Australia. Data were collected across seven distinct research phases, all of which used TMR and DCI techniques for joint comparison.
Findings
The findings revealed that TMR and DCI methodologies developed both contradictory and complementary research outcomes. These outcomes saw rise to newly generated novel business model concepts for market entry opportunity from the case study firm.
Research limitations/implications
The theoretical outcome of this study is the design thinking DCI framework providing guidance on appropriate implementation of research methods to respond to complex market opportunity.
Practical implications
DCI methods used in conjunction with TMR can provide early stage market opportunity assessment for firms seeking to innovate from a customer perspective.
Originality/value
This is the first paper to apply a design approach, combining TMR and DCI methods to a complex market opportunity rather than a tangible problem. In addition, it also contributes to the emerging field of DCI methodologies by providing a practical examination of their use in the field.
Keywords
Citation
Garrett, A. and Wrigley, C. (2019), "Navigating market opportunity: traditional market research and deep customer insight methods", Qualitative Market Research, Vol. 22 No. 3, pp. 456-471. https://doi.org/10.1108/QMR-05-2017-0091
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited