Episode: 19 - Research Consumers: Understanding How Data Can—And Can Not—Answer Questions about Customer Needs

In this episode of Trends from the Trenches, Stan Gloss speaks with Efosa Ojomo, director of the Global Prosperity Group at the Clayton Christensen Institute (CCI) and coauthor of The Prosperity Paradox: How Innovation Can Lift Nations Out of Poverty, about the parallels between consumption economy and life sciences research. Ojomo discusses how relying on data metrics does not necessarily provide full insight on what a consumer audience needs, why it is important to also look at non-consumers, how to overcome barriers of consumption—and how all of these questions can apply to research. He also delves into his experiences working with his late mentor Clayton Christensen, whose theories, models, and frameworks have pivoted the CCI’s mission of understanding the complex world of global development and, ultimately, achieving prosperity. Links from this episode:  Bio-IT World BioTeam  Bio-IT World’s Trends from the Trenches podcast delivers your insider’s look at the science, technology, and executive trends driving the life sciences through conversations with industry leaders.