Best Practice Report

Identifying Market Opportunities For New Discoveries

January 1st, 2018


Best-practice B2B innovation begins with the identification of buyer needs. However, many profitable products were developed by chance in the absence of an obvious problem, and many existing offerings meet buyer needs that were never anticipated. In this report, we outline the steps required to identify potential market opportunities for a product or technology developed without a specific customer or buyer in mind — or to expand the market for an existing offering by exploiting its ability to meet newly discovered buyer needs.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.