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  Client Lets Technology Rather Than Customer Requirements Drive Product Decisions
  Client Considers Changing Business Model and Product Without Comprehensive Market Research
  Absence of Product Process Derails Client's Development Program
  Fragmented and Cannibalized Flagship Product
  Client Loses Customer Centric Focus
  Client Loses Key Customers
  Client Fails to Maximize Customer Revenue
  Foreign Exchange Case Study I
  Foreign Exchange Case Study II
Client Fails to Maximize Customer Revenue
Problem: Financial services provider dominates data feed business for market data, but fails to recognize evolving customer needs, thereby leaving revenue on the table. Largest global customers want to outsource all data acquisition and daily processing to focus on core business.
Insight: Client’s business model provided only for sale of market data and had not “productized” enhanced capabilities. Client lacked capability to support enhanced services and could not determine if potential revenue justified additional expense.
Solution: Client established customer-focus groups to determine evolving customer requirements. Client estimated customer demand at various price points and determined revenue would cover costs of expanded data processing capabilities.
Results: Client expanded product line, developed new market niche and grew revenue.


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