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  • Report Quick Take: HP Announces Innovative Tools That Will Bridge Physical And Digital Worlds

    HP Announces Big Changes For 3D Printing
    October 30, 2014 | J. P. Gownder, Sophia I. Vargas, Michael Yamnitsky

    HP has articulated a new vision for its personal computing and printing business, offering up two new products that will help bridge the physical and digital worlds. The Multi-Jet Fusion 3D printer...

  • Report Quick Take: Apple And IBM Team Up To Create A New Enterprise Mobile Platform

    New Partnership Melds Complementary Strengths In Consumer And Enterprise Markets

    The leading mobile OS devices from Apple and Google have blossomed in enterprise settings because individuals want the same mobile devices and apps at work that they use in their personal lives....

  • Report Quick Take: Google Makes Glass Visible To The Enterprise

    Google's Embrace Of The Enterprise Market Will Unleash The Creative Forces Of Enterprise Applications
    April 9, 2014 | J. P. Gownder

    Google has long showed off Google Glass for consumer use, but, on April 7, 2014, it explicitly shared the value that Google Glass holds for enterprise usage as well — and launched the Glass at Work...

  • Report Pricing As A Strategic Competency

    Why Price Needs To Become More Than Just A Number For Product Strategists
    February 13, 2012 | J. P. Gownder

    Price can no longer be just a number for product strategists. Pricing now needs to become a strategic competency that affects every aspect of product strategy, from the business model to the nature...

  • Report What QWERTY Can Teach You About Product Strategy

    Path Dependence Matters, But Digital Disruption Matters More
    January 11, 2012 | J. P. Gownder

    Product strategists looking to the past to guide future decisions often learn the wrong lessons about history. They point to the QWERTY keyboard or the success of Blu-ray to show that path...

  • Report Microsoft's Shrinking Window For Tablets

    Windows 8 Shows Promise, But Its Fifth-Mover Product Strategy Is Late
    November 29, 2011 | J. P. Gownder, Sarah Rotman Epps

    Microsoft faces challenges in the tablet market due to its late entry. While Windows 8 looks like a promising product for tablet computing, its release won't come until sometime next year. Though...

  • Report Brand Loyalty Isn't Enough For Products Anymore

    Product Strategists Must Build Total Product Experiences To Combat Consumers' Declining Brand Loyalty
    October 4, 2011 | J. P. Gownder

    Brand loyalty has long been a critical pillar of product strategy, but its power is in relative decline. Technology and a recessionary economy have threatened the value of brand loyalty, especially...

  • Report It's Time For Mass-Customized Clothing And Apparel Products

    Product Strategists Must Overcome Three Challenges To Succeed
    July 5, 2011 | J. P. Gownder

    It's time for product strategists in clothing and apparel to consider offering mass-customized products. Consumers are beginning to look beyond off-the-shelf choices to new colors, designs, styles,...

  • Report Appealing To Consumers With Mass-Customized Product Strategies

    Entice Customers Into The Loyalty Cycle
    May 24, 2011 | J. P. Gownder

    While appealing to customer needs is always important in product strategies, it's imperative for mass-customized offerings in particular. Buyers must have the right options available to them — the...

  • Report Mass Customization Is (Finally) The Future Of Products

    Apply The CURA Framework To Build A Winning Customized Product Strategy
    April 15, 2011 | J. P. Gownder

    Mass customization has long been the next big thing in product strategy. After a variety of false starts, its time has finally come. Changes in customer-facing technology are opening up new...

  • Report Case Study: Yelp's Mobile Customers Help It Build A Better Core Product

    An Empowered Report
    March 22, 2011 | Seth Fowler, J. P. Gownder

    Product strategists at Yelp have made it possible for its mobile users to generate and contribute to the content of Yelp's core product. Its mobile applications offer many ways for users to quickly...

  • Report Introduction To Conjoint Analysis For Consumer Product Strategists

    Design Products Using Feature Tradeoff Simulation
    January 13, 2011 | J. P. Gownder

    We find that not enough consumer product strategists employ conjoint analysis to aid product design and pricing. Conjoint subjects consumers to a simulated purchasing exercise, varying the features...

  • Report Case Study: RehabCare Extends Its Healthcare Offering Using iOS Devices

    An Empowered Report
    December 30, 2010 | Seth Fowler, J. P. Gownder

    RehabCare has implemented a deeply integrated strategy using iOS devices, like the iPhone, iPad, and iPod touch, that has changed the way it delivers care to its patients. Its offering required...

  • Report The Job Responsibilities Of Consumer Product Strategy Professionals

    Benchmark Your Job Duties Against Those Of Your Peers
    December 20, 2010 | J. P. Gownder

    Consumer product strategists hold a wide variety of job titles. Despite these varying titles, they share a great number of job responsibilities with one another. Each of these job responsibilities...

  • Report Case Study: CNN iReport's Mobile Army Of Creators

    An Empowered Report: CNN Turns Smartphone Owners Into Civilian Reporters
    September 24, 2010 | Abe Garon, J. P. Gownder

    CNN has created an army of engaged civilian reporters though the iReport feature of its iPhone app. By taking advantage of the advanced capabilities of today's smartphones, iReport both enhances...

  • Report Designing A Mobile Empowered Product Strategy

    An Empowered Report: Applying The IDEA Framework To Smartphone Users
    September 7, 2010 | J. P. Gownder

    Product strategists developing mobile offerings should take inspiration from Forrester's new book Empowered. When designing a mobile product strategy, they should employ a mobile version of the...

  • Report Updated Q3 2010: The Consumer Product Strategist's Guide To Segmentation Analysis

    Don't Leave Segmentation To The Market Research Department Alone
    September 1, 2010 | J. P. Gownder

    Early last year, we introduced consumer product strategy (CPS) pros to the power of segmentation analysis. We found that designing new products, innovating existing products, and messaging their...

  • Report Mass-Market Appeal Pushes Hybrids Mainstream

    July 14, 2009 | J. P. Gownder, Abe Garon

    A decade ago, the first mass-market hybrid vehicles were sold to consumers in the US. Since then, the market has enjoyed 10 straight years of growth. Spurred on by a growing green movement and...

  • Report The Consumer Product Strategist's Guide To Segmentation Analysis

    Don't Leave Segmentation To The Market Research Department Alone
    January 15, 2009 | J. P. Gownder

    Segmentation analysis is the hardest task in market research — and it's the most important research that consumer product strategy professionals will use. Segmentation means not treating consumers...

  • Report Netbooks Are The Third PC Form Factor

    Netbook Strategists Should Position Them As Complements To A Main PC
    January 6, 2009 | J. P. Gownder

    Netbooks are one of the hottest consumer product categories in the consumer technology industry. Consumer product strategists want to know how many consumers are interested in netbooks and whether...

  • Report It's Time For Home Server Solution Packages

    Partnerships Are The Top Priority For Home Server Product Strategists
    September 16, 2008 | J. P. Gownder

    The Windows Home Server market suffered a setback in 2008, harmed by a data corruption bug that took nine months to fix. Overall, the market remains at a very early stage of development: Few...

  • Report HP's New TouchSmart Strikes A Chord

    The All-In-One Touchscreen PC Embodies An "Age Of Style" Product Strategy
    June 20, 2008 | J. P. Gownder

    HP's new TouchSmart stands apart from its earlier, limited-release cousin with better features, new software, and a lower price point. Employing an innovative touchscreen interface, the TouchSmart...

  • Report The Next-Gen DVD Format War: Still Bloody

    Blu-ray Must Drop Hardware Prices Quickly To Beat HD-DVD
    September 21, 2007 | J. P. Gownder

    Forrester predicted in 2005 that Blu-ray would eventually win a hard-fought victory over HD-DVD in the next-generation DVD format war. Today, Forrester believes that Blu-ray remains in a better...

  • Report Best Practices In SOHO Research

    Maximize The Precision And Usefulness Of Small Office/Home Office Studies
    May 14, 2007 | J. P. Gownder

    Market researchers often ask Forrester about how to precisely measure the market opportunity for their products among small office/home office (SOHO) buyers. The best approach? Disaggregate into...

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