Dr. Phil Hendrix is the founder and director of immr (www.immr.org), a research and consulting firm focused on “very new” product and market opportunities. He specializes in helping organizations identify, verify, and capitalize on opportunities for products that are new-to-customers and very often new-to-market.  Dr. Hendrix has developed perspectives and research-based tools to uncover customers’ unmet needs, reveal hurdles slowing adoption, trigger interest and accelerate purchase, and determine features and pricing to maximize market penetration.

Phil has led significant engagements with dozens of market leaders (including Allstate, American Express, AT&T, LexisNexis, Sony Ericsson, Sprint, United Healthcare, UPS, US Oncology, Verizon, Vonage, and others) and numerous startups (such as Company.com). He has also published numerous articles and reports on the Mobile market, including a forthcoming four-part series on Location-based Innovation. See http://pro.gigaom.com/

Before founding immr, Phil was a partner with DiamondCluster (strategy and technology consultancy), founder and head of IMS (Integrated Measurement Systems), and a principal with Mercer Management Consulting.  He has held faculty and research positions at Emory University and the University of Michigan, where he taught courses in research design and analysis, buyer behavior, and marketing strategy, and the Survey Research Center at U. of Michigan. Phil received his PhD in marketing from the University of Michigan.  He can be reached at phil.hendrix@immr.org.