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The market journey describes the process by which ‘technology push’ evolves into ‘market pull’. It is one of the most complex challenges that a new or rapidly growing company will face and requires a combination of a strong and consistent ‘customer focus’ and the ability to understand the difference between what a technology can do technically and what users would actually like it to do.
GSA have developed a framework, shown schematically above, that helps technology developers to focus their efforts on gaining appropriate and effective engagement with their target market(s). In essence the approach is market centred and looks at what development/demonstration activities need to prove in order to show that at some point customers will benefit from owning and using the final product. Given the complexity (and cost) of field trials effective application of this approach can transform the impact of the outcomes on company prospects.
Contact us find out how we can use this framework to deliver practical benefit to you.