For incremental innovation, customers’ needs and wants are or
can be known, hence more traditional marketing research methods can
be used, such as surveys, focus groups, customer visits, and joint
technology disclosures, etc. This is “easy” marketing way.
Opposed to this, for highly innovative products and services the
needs and wants of potential customers are harder to pin down and
clearly define, as customers themselves find it difficult to
articulate them. Thus, non-traditional market research methods
are required in this...