“Cheaper, Better, Faster,” A child explains why needs statements are not fit for purpose.

Whenever you interview people about needs statements or how they would improve a product or service at least one person says something akin  to "Cheaper, Better, Faster". Such a statement is rarely possible to turn into any meaningful action because you have to interpret what each of the three words means. You are likely to... Continue Reading →


What is the Job to be Done (JTBD) for the research industry? Is it the JTBD framework?

In the Grit Report (a report looking at the market research industry) one thing that always catches my eye - it is this table on what makes good research and it rarely changes in the way that skills needs do. To me, conducting the research is all about the basics- bias, sampling, validation etc.  It... Continue Reading →

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