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Martin Hellich

Skribent

Global Head of Innovation

Profil

Registreringsdatum: 4 dec. 2024

Om

Martin Hellich serves as the Global Head of Innovation at DVJ Insights, partnering with clients to drive the commercial success of their innovation initiatives. With innovation at the core of his expertise, Martin also leads efforts to advance the field of innovation research, continuously pushing boundaries to deliver cutting-edge solutions. Combining his enthusiasm for research, analytics, technology, and consulting, Martin collaborates with specialists to develop tailored solutions and practical recommendations for businesses. He enjoys bringing together diverse expertise to address challenges and uncover opportunities. With nearly 25 years of experience in various roles across professional services, Martin regularly shares his perspectives through publications and industry events, contributing to discussions on innovation and related topics.

Översikt

Email address

martin.hellich@dvj-insights.com

LinkedIn

https://www.linkedin.com/in/martin-hellich/

Inlägg (23)

11 juni 2026 ∙ 3 min

Don't Be Fooled By AI - A Cautionary Tale About The Seduction Of Gen-AI

A Cautionary Tale A recent project of ours involved a marketing manager — let’s call her Rita. Rita had just returned from an intensive AI training at one of the largest technology companies in California. She was enthusiastic, inspired, and convinced she had discovered a dramatically faster way of working. Her task was ambitious: She needed to develop a new proposition for a new category her company wanted to move into. Using GenAI, she developed: product concepts packaging ideas...

21 maj 2026 ∙ 4 min

Customer Motivation - Leveraging The Soft Power Dimension Of Segmentation For More Strategic Marketing

The Dominant Paradigm: Business Metrics and Operational Thinking in Segmentation In segmentation, there is rarely a clear “right” or “wrong.” Instead, segmentations are more or less useful depending on how effectively they help achieve business objectives. And those objectives are typically framed in familiar, measurable terms: growth, revenue, market share, or profitability. When defining success—and even more so when proving it — organisations tend to fall back on tangible metrics such as...

27 apr. 2026 ∙ 3 min

Preference-based Segmentation: When Products Do the Segmentation

In a recent article, I argued that there is no such thing as a “right” or “wrong” segmentation — only those that are more or less useful for marketing. That point is worth reiterating. Because it leads to a second, equally important conclusion: There is no single best way to segment a market. The right segmentation depends entirely on the decisions it is meant to inform. Or, put differently: segmentation is not a model. It is a tool. And like any tool, its value lies in how well it fits the job.

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