The Leading Edge

Nils Røhme and Niels Erik Folmann

Research may give some valuable input to the prediction of trends that are making their own way towards the mainstream, which is the main target for most advertising.

The Leading Edge. A Reference Group for Successful Innovations

Nils Rhme SocioResearch DenmarkNiels Erik Folmann  J.Walter Thompson Denmark

BACKGROUND

There are two major views on innovation. One view is closely linked to technological change and to research and development (R&D) activities. In the other view innovation is regarded as a detection and fulfilment of unfilled needs and wants of potential customers/clients.

This paper is mainly related to the first view where our aim has been to create a model that helps us in bridging the gap between R&D and customers, through market research. How...

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