A new
paradigm
Market Modernization is a new paradigm for predicting how growth happens within markets.
What is Market Modernization?
The Voice of the Customer (VoC) is a common paradigm used for growth and innovation. Its aim is to use the “voice” of your existing customers (as an input) to improve the quality of an existing product (the output).
VoC may help you improve product quality, but it’s limited in its ability to create growth. The problem should be clear:
- How does studying your existing customers, help you figure out how to attract new ones?
- How does studying problems associated with an existing product, help you break into new markets?
This is why we had to develop a new paradigm. We call it Market Modernization. Its purpose is singular: to understand how growth happens.
What is Demand Re-synthesis?
There’s something we like to say here at Revealed: Customers know what they want…until they want something else.
This led us to create a new methodology: Demand Re-synthesis. It’s a double-loop learning process that stands in contrast to Voice of the Customer’s waterfall process.
The purpose is simple: figure out what needs to be put in front of consumers, so they start wanting your product.