Actionable customer insight is critical to innovation and building competitive advantage

    Customer R&D℠ is Market Edge’s proven approach to generate actionable insight into customers and markets.  Customer R&D℠ complements primary market research approaches with secondary sources to collect and analyze information.  Each project is tailored to incorporate the right combination of:

    • Primary and Secondary sources and techniques
    • Qualitative and Quantitative methodology
    • Discovery and Value Creation ethnographic studies

    Market Edge Customer R&D℠ Research enables core business processes


    • Understand the market (size, structure, performance)
    • Characterize potential customer’s activity cycle, unmet or underserved needs and pain points
    • Develop market segmentation from multiple perspectives
    • Assess competitive offerings


    • Discover current and emerging opportunities for innovation
    • Design products from the customer’s perspective
    • Develop offerings that are differentiated from competition
    • Price to capture the value created


    • Analyze current performance and positioning
    • Validate/refine the value proposition
    • Create meaningful differentiation in target segments


    • Assess value creation for target segments
    • Create segment specific offers
    • Communicate the right message to the right customers through the right channels

    I am Interested in Customer R&D℠ Research

    Case Studies

    Developing “Voice of Customer” Capability

    The Challenge A leading designer and manufacturer of high-performance electronic components and packaging lacked the critical insights required to drive innovation and build sustainable differentiation. Their current approach to capturing the “voice of customer” had proven inadequate. They asked Market Edge to help them establish a baseline understanding of their customers’ buying decisions, while supporting [...]

    Collaborating with Market Edge accelerated our ability to connect our worldwide community of Marketers and shaped how we launch new products to drive growth for the organization.

    Breana Roides
    Senior Manager, WW Marketing Education Global Education Solutions, Johnson & Johnson

    Great group of people. Love the anecdotal information and examples from the projects you have worked on!

    VIneeth Varghese
    Sr. Global Marketing Manager, Accutome

    The program was engaging with a methodology that was easy to understand and conceptualize applications within our business.

    Christina Pike
    Marketing Analyst, Buckhorn Inc.

    The Market Edge program provides a methodology to truly develop solutions relevant to your customers needs. Even better, it provides means to determine who the right customers are

    Todd Nilsen
    Marketing Lead, MTF Biologics

    With Market Edge’s analysis and pragmatic approach, we were able to create, articulate and capture more value. Market Edge helped deliver faster growth and improved profitability for our business unit.

    Steve Medvetz
    Business Leader at W. L. Gore and Associates Inc.