Disruptive innovation introduces a solution that leapfrogs existing options, often from an adjacent market. It forces competitors to adapt or risk losing market share, wallet share, and mindshare.

Primary Research’s Role:

Primary research quantifies the gains of disruptive innovation, ensuring they are clear and significant. It also captures peer experiences, building confidence in the new approach and making adoption easier for others.

Benefits:

Users gain a competitive edge and increased control, with confidence bolstered by insights from peer experiences.

Opportunities:

Enables entry into new market segments by understanding client needs and challenges through research-driven insights.

Challenges:

Overcoming resistance to change and simplifying the adoption process with audience-specific language and peer validation.