Commercializing Innovation: Turning Technology Breakthroughs into Products by 
Creativity, Inc.: Overcoming the Unseen Forces that Stand in the Way of True Inspiration by 
Design Thinking: New Product Development Essentials from the PDMA by 
The Four Steps to the Epiphany: Successful Strategies for Products that Win by 
The PDMA Handbook of Innovation and New Product Development by 
Zero to One: Notes on Startups, or How to Build the Future by While developing new products and services, you're going to need to find out who your target customer is and their needs. Their input can be extremely valuable in the process.
Lean Customer Development by 
Innovator's Playbook: How to Create Great Products, Services and Experiences That Your Customers Will Love by 
Beyond the Sales Process: 12 Proven Strategies for a Customer-Driven World by Our Consumers & Market Segments Research Guide offers even more assistance in determining who your target might be, trends among consumers, and more: