Hearing the hearing impaired
The continuous development of innovative product solutions that profitably address evolving customer needs is a critical success factor in the medical device industry. Market success is dependent on the innovators’ understanding of the unmet needs of a number of key customer groups like physicians, payors and patients. The job-based approach presented here focuses on tasks or jobs that customers want to get done and on the results they expect. Those jobs and results are identified and quantified through qualitative and quantitative market research. The findings of this research can then be leveraged throughout the total organisation to shape its innovation strategy. Cochlear, a global provider of implantable hearing solutions, applied this method to uncover customer insights from key stakeholders such as surgeons, audiologists and patients (users). The research was the basis for an integrated innovation strategy that led to a series of short-, mid- and long-term projects.