Author: Dr Maggie McGowan, Deputy Director, Capability and Partnerships, GOTT
Last week, I had the pleasure of chairing a dynamic panel discussion at GOTTCon 2025, titled "What Problem Are You Solving? Identifying Market Needs for Effective Knowledge Asset Commercialisation."
The session was a vibrant exchange of ideas, featuring insights from Geeta Nathan, Deputy Director of the Startup Ecosystem at Innovate UK; Dr Catherine Headley, CEO of the University of Manchester’s Innovation Factory; and Dr Colin Cooper, Director of Innovation at the Science Technology Facilities Council.
The audience, composed of public sector bodies, engaged enthusiastically, making the discussion even more enriching.
Key Themes:
The Power of Market Identification
Identifying the market for a Knowledge Asset (KA) early in its development is crucial. The panel highlighted the importance of understanding customer profiles from the outset to prevent the creation of solutions that don't address real market needs.
Geeta emphasised the role of programmes like Innovate UK’s iCURE in guiding researchers through this process. I took the opportunity to mention GOTT’s PRIMA programme, an adapted version of the iCURE Accelerator programme, which public sector researchers took part in last year. The PRIMA programme gives researchers the tools they need to navigate the complexities of bringing their innovations to market.
Catherine encouraged researchers to adopt a broader perspective, considering the wider market context beyond their immediate technical challenges. Colin shared an example from the Science Technology Facilities Council, where an algorithm was developed but failed to find a market because the problem it solved was already addressed by existing products.
Audience insight: One audience member raised a pertinent question about the importance of sustainability in innovation. This led to a discussion on how market identification must also consider long-term environmental impacts and the growing demand for sustainable solutions.
Crafting a Strong Value Proposition
A compelling value proposition is essential for successful commercialisation. The discussion underscored the need for clear communication about what the innovation can do for customers, what problem is being solved and why the solution has advantages over what already exists. Colin stressed the importance of effective communication of the value proposition, urging researchers to focus on what their innovation can do for customers, why customers would be willing to pay for it and why now is the right time for the product or service. Catherine encouraged early engagement with networks and markets to test and validate ideas, ensuring that the value proposition resonates with potential customers. Geeta shared an inspiring example of a KA initially aimed at the dental market, which faced regulatory hurdles. By pivoting to the auto industry, the researchers created two spinouts, each targeting different applications. This adaptability underscores the importance of market discovery.
Audience insight: Another audience member asked about the challenges of resourcing commercialisation projects when organisations are stretched with business-as-usual tasks.
The panel responded with various support mechanisms, emphasising the importance of knowledge-sharing and challenge-led approaches to enhance innovation.
Leveraging the Innovation Ecosystem
The role of the innovation ecosystem in supporting commercialisation efforts was another key theme. The panel outlined the importance of infrastructure, facilities, access to investors, and mentorship.
Catherine stressed the importance of fully utilising the support infrastructure available. Geeta mentioned Innovate UK's efforts to map out the ecosystem at each stage of the process, providing a coherent overview for different sectors. Colin pointed out that understanding the evolving nature of the ecosystem is crucial. Researchers should proactively anticipate changes in the market and investor landscapes and leverage resources effectively.
Audience insight: The need for better collaboration across government departments was highlighted by an audience member, prompting a discussion on how inter-departmental cooperation can streamline processes and enhance the innovation ecosystem.
The panel discussion at GOTTCon 2025 provided valuable insights into the commercialisation of Knowledge Assets.
By focusing on market identification, developing a strong value proposition, and leveraging the innovation ecosystem, researchers and innovators can significantly enhance their chances of success.
These takeaways serve as a guide for those looking to navigate the complex journey from research to market, ensuring their innovations make a meaningful impact.
We’d love to hear how you are identifying market needs for your Knowledge Assets. Share your experiences with us and let’s continue to learn from each other!
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