About Alan

Alan is a researcher, thinker, and maker.

His current project, Versten, is a ResearchOps platform that enables companies to have and leverage Market Intelligence.

His other venture, Idealized Innovation, is a market research and coaching service that enables teams and companies to understand what consumers really want.

In October 2016, Alan released the first book dedicated to Jobs to be Done theory: “When Coffee and Kale Compete”.