NewEdge offers a wide range of services. We have conducted over 150 projects across a wide range of industries identifying opportunities for technology applications, current and new products, investors, startups, small businesses, Fortune 500s and not-for-profit agencies.
How we got started: Problem – Solution - Growth
NewEdge began with a problem. In 1993, the Department of Energy’s Pacific Northwest National Lab was looking for ways to diversify the economy using its vast array of technology platforms. They turned to Dr. Pam Henderson who had just taken a position at Washington State University, having moved from Carnegie Mellon. Dr. Henderson immediately realized the current market research methods would not work to simultaneously identify products and markets from technology platforms. They do not provide compelling samples of, or adequately engage the high level decision makers that are the typical customers for new technologies, nor do they elicit insights that point to disruptive innovations.
Over the next several years, Dr. Henderson developed Disruptive Market Research which combines methods from anthropology, motivation research, and strategic planning to meet this need. It soon became evident that the method was not only beneficial in identifying new product or market opportunities but also in finding ways to disrupt the competition with current products in current markets. In addition, she and her team found that the principles brought new insights not only for market opportunities but also as they are employed in more traditional survey and focus group research, for strategic planning and for creating branding and collateral materials.
From this work, grew NewEdge, a fast growing strategy and research firm that has conducted over 150 projects across a broad range of industries for small to Fortune 500 clients. Our approach reduces risk and uncertainty associated with pursuing growth.