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Executive MBA Marketing Management 3M Case Executive Summary 3M has a culture of continuous design innovation and creativity. This culture forced the Medical-Surgical Markets Division (MSMD) to alter the way they performed marketing research when its division was faced with a 10 year period of stagnating market growth. Much can be learned from this pilot program, which is why the team's background, comparison of methods, concerns, results and final review of the process is combined in this memo. The Lead User Research (LUR) Method differs from the old development process by focusing on qualitative interactions with users who tend to innovate on their own. The research attempts to develop new products by identifying user needs before the users can identify the need themselves. Traditional research focuses largely on quantifiable data. Focus groups, data on existing products, non-proprietary data readily available to competitors, etc. This type of research is typically performed by marketing researchers. Some...

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