A Critique of Outcome-Driven Innovation® Article


A Critique of Outcome-Driven Innovation®

By Gerry Katz

Occasionally, our clients, prospects, and other fellow Voice of the Customer (VOC) practitioners ask our opinion of Strategyn’s Outcome Driven Innovation (ODI) approach and how it differs from the well-established VOC methodologies practiced by Applied Marketing Science and others in the product development profession for at least twenty years. This paper discusses the differences between ODI and our VOCALYST® approach.

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