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Market Orientation

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What is Market Orientation?

Market orientation is the business’s philosophy on how to discover customers’ needs and then act on those particular needs through the product mix.

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User research and market research, both essential for creating the user experience, are involved in market orientation.

For example, if your business’s philosophy is about customer satisfaction, then your market orientation will revolve around assessing and measuring the market in terms of customer satisfaction.

Literature on Market Orientation

Here's the entire UX literature on Market Orientation by the Interaction Design Foundation, collated in one place:

Learn more about Market Orientation

Take a deep dive into Market Orientation with our course User Research – Methods and Best Practices .

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Interaction Design Foundation - IxDF. (2020, October 8). What is Market Orientation?. Interaction Design Foundation - IxDF.