Your market

How to Find Untapped Needs: Clay Christensen in HBR reinforces a point that made last summer: Don't analyze your market by age and gender demographics, and your products by attributes, analyze your marker by affinity (community of common wants and needs) and your products by the tasks they do. Men aged 35-49 don't need a 1/8" drill -- do-it-yourselfers need a 1/8" hole. It is at the intersection of affinity and tasks that you'll find the untapped need, and all the clues you need on how to design the appropriate product and who to design it for.

LINKS:

• Business Innovation
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