Both the CIL and NPDP certification exams ask about market research principles. The topic of market research can be misunderstood. When it comes to product innovation, we have a keen focus on customers, not an abstract notion of market segments, but very specific people the product concept is targeted to. What should we know about customers? Lehmann and Winer, the authors of Analysis for Marketing Planning, offer 10 critical questions. Are you using these questions with your innovation projects?
- Who are the customers for this product or service?
- What are customers buying and how are they using it?
- Where do customers buy products?
- When are purchasing decisions made?
- How do customers make purchase decisions?
- Why do customers choose a particular product?
- How do they value one option over another?
- How do they respond to marketing programs such as advertising and promotion?
- Will they buy it again?
- What are they worth to the company?
The primary responsibilities for an organization are product management and innovation. They deliver value to customers. They're also exciting responsibilities for those properly equipped. That is my job - equipping product managers and innovators. 
