Jill Miller

About Jill Miller

Jill is a senior director in the Consumer & Retail division of Market Strategies. Throughout her career, Jill has applied her passion for research to both quantitative and qualitative research studies in the CPG, entertainment, healthcare and technology industries. By combining a background in advanced analytics with her qualitative experience, she has expanded her skillset to include a variety of methodologies such as A&U, consumer journey, segmentation and qualitative techniques. Jill earned a B.A. in Psychology and a M.S. in Biostatistics from the University of Michigan. When not at work, Jill can be found spending time with her husband and two dogs, and trying not to melt in the Las Vegas heat.

Going Beyond Target Consumers to Drive Your Innovation Journey

As Randall Hula noted in Forging a Clear PATH to Corporate Innovation, it is critical to involve the right types of consumers at the right points along the Innovation Journey. Instead of simply focusing on your Target Consumer, it is important to recognize how other types of consumers—Lead Users, Creatives, Early Adopters and Brand Advocates—can contribute to and strengthen the innovation process.

These different consumer research groups form naturally around shared traits and preferences, the exact kind of commonalities that can spell gold for marketers—and market researchers. But the keys to tapping into their potential lie in understanding and identifying members of each group and knowing when exactly in the Innovation Journey they can contribute most.

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