Upstream market research is early intervention to validate and size the business opportunity, to guide engineering to develop products that deliver benefits that customers are willing to spend money to receive, and to steer the enterprise.

Real-life examples illustrate what marketing should be doing, how to go about it, and how good market research relates to the product development process.  Tools will be demonstrated to address high market-place dynamics, rapid technology changes, and the interaction between market research and technology. 

Presented at the request of Boston University fifteen times between 1999 and 2008.