FEATURES - Asking All the Right Questions - Exploring customer purchase stories can yield surprising insights.

Marketing-Practice Management - TELL US MORE - CPAs can use customer case research (CCR) to learn details about why, when and how a client chose their firm for accounting, tax or consulting services. The inside perspective clients provide about who and what influences service selection can help a firm strengthen its market position.

Nitterhouse, Denise, (2003)

INNOVATION - Finding the Right Job for Your Product - Most companies segment their markets by customer demographics or product characteristics and differentiate their offerings by adding features and functions. But the consumer has a different view of the marketplace. He simply has a job to be done and is seeking to "hire" the best product or service to do it. Marketers must adopt that ...

Christensen, Clayton M., (2007)

LOOKING 'OUTSIDE THE BOX'

Berstell, Gerald, (1997)