Performing Market Research Studies: Testing the Waters to De-Risk Your IP Investments
Originally presented February 24, 2010

Market research for technology transfer is a time-consuming and potentially expensive task — yet a very necessary piece of the commercialization puzzle. Without a solid projection of an innovation’s potential market pull, you could be wasting tens of thousands of dollars on projects that should have been “killed” early or bypassing discoveries that could reap healthy royalties for your organization. Experts stress that your market research should not take a cookie cutter approach — each innovation is unique, with specific marketplace competitive factors that demand an independent marketability review.

Therein lies the challenge: Which market research method is best? Should you dedicate a staff position to the task? Involve the student population to offset budget restraints and time? Hire outside professionals? Purchase market reports? All of the above?

Technology Transfer Tactics’ Distance Learning Division has crafted a 90-minute audioconference that will answer these questions and more by giving you detailed market research best practices (pre and post-patent filing) from a high-power roundtable of experts.

This insightful program covers three distinct yet proven approaches to performing market research studies, as well as guidance from a top IP attorney on patent filing and funding options.

Performing Market Research Studies:
Testing the Waters to De-Risk Your IP Investments

You and your staff will benefit from a broad range of colleague experiences and proven strategies to help you address key market research challenges, including:

Your Program Moderator

Rob Steir, Managing Director and Co-Founder of MindForce Consulting — MindForce is a venture development and licensing services firm that works closely with IP owners to maximize the commercial potential of their ideas, technologies and Intellectual Property through highly motivated, market-focused, subject-matter-expert business teams. Mr. Steir has cultivated portfolio evaluation relationships with a number of high profile organizations and universities, including AT&T and the State of Florida, as well as working with numerous SBIR companies seeking NSF grants. Recently he was a panelist at the National SBIR Conference. Mr. Steir has also served as CEO of MBA GlobalNet since its founding in early 1997. MBA GlobalNet is a marketplace connecting nearly 20,000 experienced MBAs with entrepreneurial opportunities and high-quality jobs. In 2002, he conceived of and co-founded a 501c3 non-profit, MBAs4NYC, that provided, in one year, 3,000 volunteer consulting hours to 90 small businesses in Lower Manhattan which were directly affected by 9/11. Mr. Steir has a MBA degree from the Kellogg Graduate School of Business, Northwestern University and an undergraduate business degree from Georgetown

Your Expert Panelists

Christopher Meyers holds an M.S. in Science and Technology Commercialization from the IC2 Institute @ the University of Texas and has held numerous executive positions in Technology Transfer, Commercialization, New Venture Creation/Startups and has directed federal & state funded non-profit and private/for profit high-tech incubators. Working for the IC2 Institute/Univ. of TX, Chris was the Director of the Center for Technological Innovation, in Charleston, SC, funded by NOAA and the Medical University of SC to access innovative technologies for commercialization and launching new ventures in Charleston. As VP/Corporate Operations and University Relations with Select University Technologies in Costa Mesa, CA, partnered with over 30 major universities to identify breakthrough technologies that served as the foundation for startup ventures in a portfolio that included incubator services and a captive venture fund. In the past 10 years, Chris has helped raise over $30MM in angel and Series A/B rounds and has helped refine and author dozens of business plans and investor presentations while coachng/mentoring entrepreneurs. Meyers was most recently a senior executive for EchoStar Technologies where he lead U.S. and international sales, business development partnerships with Sirius Satellite, Sling Media and the launch of DISH Network TV on board airlines and EchoStar’s Mobile TV and IPTV activities. He has also worked in the Oil/Gas/Minerals, Pulp and Paper and Wireless/Telcom industries over his career.

Meyers is currently CEO/Managing Partner for Chris Incorporated, LLC which consults with tech-based startup and growth stage ventures assisting them with ‘Go to Market’ strategies, business development, new customer acquisition and raising capital. He serves as a board member or advisor to companies and organizations that are committed to “make a difference” in the way we work and live, including Davinci Quest, Askoka Foundation, Clarity International and MBA GlobalNet/Mindforce Consulting. Partnering with Mindforce Consulting, Chris Incorporated works with universities, national labs and industry to identify and assess commercial marketability and business launch strategies for emerging technologies and products. Meyers is a current, or past member of AUTM, Tech Transfer Society, NCIIA, Silicon Flatirons and numerous New Technology and Green Tech Meetups in the greater Denver/Front Range area. In his spare time he enjoys yoga, skiing, biking, hiking and fly-fishing.

Rob Penington, Manager, Technology Commercialization, University of Iowa Research Foundation – Rob organizes market research and technology marketing activities for the University of Iowa Research Foundation. He also initiated and serves as the lead of the UIRF’s Market Research and Technology Commercialization Internship Program.

Christine Willis, Market Research Analyst, Wayne State University Technology Transfer Office — Ms. Willis has extensive experience in providing marketing research and analysis for a wide variety of advanced technology products and services. Prior to joining Wayne State University, she worked at two Fortune 100 companies (Visteon Corp. and EDS) in various marketing research and management roles, providing strategic direction and value analysis for advanced technologies in engineering and information technology.

Charles Cella, Patent Attorney and Co-Founder of GTC — Mr. Cella is a recognized thought leader and leading practitioner in the patent and licensing fields. He provides patent strategy, licensing and technology-transaction services to a broad range of clients, from industry leading software companies to single-inventor start-ups. Prior to GTC, Charles founded and was CEO of BountyQuest, an Internet marketplace for information relevant to the strength, validity or applicability of patents and for which he recruited investments from Jeff Bezos and Tim O’Reilly, among others. Previously, Charles was the first patent attorney at Foley Hoag LLP, where he grew the practice to twenty-five people and advised high-tech and biotech firms of all sizes on building IP portfolios and negotiating technology transactions.