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TMC Audio Archive

Ed McQuarrie
Title:  When Technologists Fail at Market Research 
With:  Ed McQuarrie
Subject: Professor McQuarrie’ s "Customer Visits" is the acclaimed guidebook to using the voice of the customer to build a market-driven organization, and his second book, "The Market Research Toolbox", provides an upgrade to the product strategist’s skill set. 

Chris Halliwell, TMC Director, interviews McQuarrie on misconceptions about innovation and market research, and reviews the statistics on the role of good market research in contributing to the success of new products. The contributors to technology marketing research quality are identified