A scientific approach to product innovation

Nicola Mitchell believes that innovation is the way to trade out of a recession, and the only reasons new products or services fail is because of poor market research and failure to understand the needs of the customer.

19th September, 2009

Nicola Mitchell believes that innovation is the way to trade out of a recession, and the only reasons new products or services fail is because of poor market research and failure to understand the needs of the customer.

‘‘If innovation is defined by how ideas are applied, then business has to be about how your customers perceive your ideas, products and services, and [you] understanding their needs,” said Mitchell, the founder and chief executive of...

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