Getting close to customers through intensive research

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Some new-product experts maintain that getting close to customers through intensive research is the only way to develop successful new products. Other experts disagree and say customers can't possibly provide useful feedback on what they don't know and can't provide insights that will lead to break through products..

Either defend the proposition that consumer research is critical to new-product development, or the position that consumer research may not be all that helpful in new-product development.

Reference no: EM131030176

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