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About NeedIQ

Better product decisions start with better customer understanding.

NeedIQ helps teams identify the right customers, uncover unmet needs, and make evidence-backed product decisions before significant time and money are invested.

 

Built on principles from Jobs-to-Be-Done, customer discovery, innovation strategy, and decision science, NeedIQ combines expert methodologies with AI to accelerate product-market fit.

Opportunity Analysis

Measure unmet needs, adoption readiness, and competitive positioning.

What
we deliver

Market Selection

Identify the customer segments and markets with the greatest potential.

Product Direction

Identify what to build, improve, prioritize, or avoid.

Customer Understanding

Capture customer needs, priorities, constraints, and tradeoffs.

Action Plans

Generate recommendations, experiments, roadmaps, and next steps.

Advisors

NeedIQ’s advisors have spent decades helping organizations answer some of their most important questions: Which customers should we serve? What do they need? Where should we compete? What should we build? Their experience helps shape the frameworks and methodologies behind every NeedIQ project.

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Jim Kalbach

Innovation Expert Advisor

Globally recognized JTBD thought leader, author of The Jobs-to-Be-Done Playbook, and co-founder of the JTBD Toolkit. Jim brings deep expertise in customer understanding, innovation strategy, and experience design, helping organizations uncover customer needs and translate them into products, services, and growth opportunities.  Mural, ex-Citrix Online, LexisNexis.

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Scott Burleson

Innovation Expert Advisor

Product strategy leader, JTBD expert, author, speaker, and creator of The Jobs-to-be-Done Pyramid™. Scott specializes in helping organizations translate customer understanding into product decisions, priorities, and execution, drawing on experience coaching hundreds of product teams and leading large-scale Voice of the Customer and innovation initiatives.  Ex-Strategyn, John Deere.

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Michael Marchand

Strategic Advisor

Innovation and growth executive with more than 20 years of experience scaling businesses across SaaS, AI, healthcare, energy, and technology. Michael brings deep expertise in customer-centric growth, market strategy, and operational execution, helping NeedIQ strengthen the connection between customer understanding, product decisions, and business performance. Ex-Deloitte, Dell.

Leadership Team

We’re building NeedIQ to help organizations answer some of their most important questions: Which customers should we serve? What do they need? What should we build? And where should we compete? Our leadership team brings expertise in innovation, product strategy, customer discovery, and AI to help make those decisions with greater confidence.

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Founder/CEO

Product strategy and innovation leader with more than 20 years of experience helping organizations identify growth opportunities, achieve product-market fit, and scale technology businesses. Charlie has led product organizations at Summus Global, TrademarkNow, Getty Images, and Gerson Lehrman Group, and began his innovation career helping build Deloitte’s The Innovator’s Solution strategy practice under Clayton Christensen and Michael Raynor.

 

He founded NeedIQ to make the principles of customer-centered innovation and product-market fit accessible to every team.

Head of Technology

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Marc Martina

Charlie Hill

AI architect and technology leader with more than 25 years of experience building enterprise software, analytics, and AI systems. As CIO of NeuralSeek and Managing Partner at TechD, Marc specializes in transforming data into actionable insights, helping organizations move beyond dashboards and reports to understand what is actually happening—and what to do next. 

 

At NeedIQ, Marc helps ensure our system delivers trustworthy insights and recommendations that organizations can confidently act upon.

Methodology

NeedIQ combines customer discovery, opportunity analysis, and structured decision frameworks to help teams answer four critical questions:

  • Which market should we target?

  • Which customers should we prioritize?

  • What should we build?

  • Is this opportunity worth pursuing?

 

Every project follows the same proven process:

DEFINE → LISTEN → ANALYZE → DECIDE

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