Given: For incremental innovation, customers' needs are usually known; hence more traditional marketing research methods can be used, such as surveys, focus groups, customer visits, joint technology disclosures, etc. This is the "easy" marketing way.

Opposed to the above situation, potential customers' needs and wants are harder to pin down and clearly define for highly innovative products and services. Customersthemselves find it difficult to articulate them. Thus, non-traditional market research methods are required involving probe-and-learn processes and customer-driven innovations.

Describe how you, as a young member of a high technology product marketing group, wouldconvinceother group members comprised of traditional marketers regarding an all-new, highly innovative product that theengineering and development team has suggested.