The Market

Frame the problem and understand the market.



  • Define a clear challenge to guide your innovation process
  • Build a profile of your user/customer
  • Validate your assumptions with the market

What’s key?

  • Be specific when framing the challenge
  • Don’t make assumptions
  • Observe and ask
  • Listen, listen, and listen

Framing is key to your innovation process as it will help you focus both your efforts and resources. It is time to define the challenge you will pursue.

Human-centered design requires involving the human perspective in all the steps of the innovation process. To achieve this approach, it is imperative to talk, listen and observe the market, particularly the users. So, let’s identify the profile for the user.

Market validation is key throughout the innovation process. It will help you determine if a market exists or could exist, and if that potential market could transform into a successful business. You can use tools 2C at early stages of the process, but also to validate your product and business later on.


it’s not about proving your assumptions right, but rather discovering what the market is about. Stay open minded and be attentive to non-verbal language!


eit health

Credits to Adriana Espinet, in colaboration with Claudio Cruz and Ester Hidalgo.
Acknowledgments to the Vice-Rector of Innovation and Entrepreneurship of University of Barcelona and EIT Health.


This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International license

Powered byMarvut New Technologies & innovationBarcelona,España