The NCIIA in conjunction with ecosVC released video series discussing how understanding customers' needs is essential for innovators and entrepreneurs.  Seven experts share their thoughts on how to understand customers' needs and how to go about meeting them.

Judy Giordan, Partner ecosVC and Senior Advisor to the NCIIA, explains that viewing research through the lens of the market in addition to the lens of pure research can truly spur innovation and be a benefit to the innovators, the economy and the world.

This video series was supported by a grant from the National Science Foundation, grant CHE #0920877.