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Four recommendations for bringing an AI product to market

Isurus’ perspective on AI-enabled solutions comes from multiple research engagements in the last three years. We work with a mix of growth-stage companies, and established companies adding AI to an existing product portfolio. We see a common set of trends and implications for bringing an AI product to market.

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Alternatives to conjoint for identifying optimal feature bundles

Conjoint analysis is great tool to have in your research toolbox. Unfortunately, a combination of budget and practical realities can eliminate it as an option. This post looks at the how traditional approaches and techniques can provide the type of insights associated with conjoint and other trade-off modeling techniques.

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How to identify the right price point in B2B markets

One of the questions in B2B go-to-market strategies is: What is the right price point for our offer? This post provides a high-level overview of standard pricing research techniques that can identify the market’s willingness to pay for your solution.

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Make it Easy for B2B Prospects to Buy (address the last mile problem)

Do some prospects slip away at the last stages of their buying journey, even though it seems your sales and marketing teams have done everything right? You may inadvertently be making it difficult for some prospects to make a decision. The following illustrates how this situation arises, and how to avoid it (names have been masked to protect the guilty).

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The importance of anchoring in pricing research

Identifying the right price for your product or service can be challenging. This is especially true in B2B markets where the decisions are often complex, have high dollar amounts associated with them, involve multiple decision makers, and prices are often fluid based on discounting and other sales strategies.

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Improving innovation through better questions

Dwayne Spradlin, President and CEO of InnoCentive, recently contributed an interesting article in the Harvard Business Review that identified asking the right questions and defining the problem as critical elements of successful innovation: “When developing new products, processes, or even businesses, most companies aren’t sufficiently rigorous in defining the problems they’re attempting to solve and articulating why those issues are important. Without that rigor, organizations miss opportunities, waste resources, and end up pursuing innovation initiatives that aren’t aligned with their strategies.”

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Using market research effectively in product development

In many product development organizations, new concepts are market-researched to the nth degree before being brought to market. And it is true that market research results can kill good ideas because, sometimes, people don’t know what they want until you show it to them. While all of these problems exist, market research can still play a critical role in getting new offerings to market more quickly and cost effectively. Here are two recommendations based on our experience at Isurus.

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