Product Innovation Toolbox - A Field Guide to Consumer Understanding and Research

Product Innovation Toolbox: A Field Guide to Consumer Understanding and Research brings together key thought-leaders and seasoned consumer researchers from corporate R&D, academia and marketing research companies to share their experiences, cutting edge consumer research tools and practical tips for successful and sustainable product innovation. This is an essential resource for product developers, marketers and technologists who want to implement consumer-centric innovation and are responsible for designing product-testing strategies from upfront innovation to support new product development. The scope of the book by chapter shows the steps that transform a consumer researcher to a Consumer Explorer that guides the project team to successful innovation and new product introductions. Product Innovation Toolbox is designed to appeal to broad audiences from consumer researchers, product developers, marketers and executives. With an emphasis on consumer understanding and examples that range from cheese to lipstick and printers to energy beverages, Product Innovation Toolbox offers guidelines and best practices for strategizing, planning and executing studies with confidence and high efficiency yielding faster and better insights.

Inhaltsverzeichnis

Contributors xivAcknowledgments xviIntroduction: From Pixel to Picture xviiJacqueline Beckley, Dulce Paredes and Kannapon LopetcharatScoping the innovation landscape xixHow this book is organized xixPart I xxPart II xxiPart III xxiiiReferences xxivPART I STARTING THE JOURNEY AS A CONSUMER EXPLORER 11 Setting the Direction: First, Know Where You Are 4Howard Moskowitz and Jacqueline Beckley1.1 Roles in the corporation - the dance of the knowledge worker 41.2 Insights leader - learning on the job versus learning in school 61.3 Being the authentic you 71.4 What should you read? 81.5 What else do you need to do to prepare to be an insight leader? 91.6 Dealing with management and your clients 91.7 Guidelines to success 101.8 Reporting results 111.9 Do not "winstonize" 111.10 Making it public - helpful hints to grow from student to professional 131.11 The two types of professionals in the world of evaluating products (and studying consumers) 141.12 Knowing your limits and inviting others in 151.13 The bottom line - what's it all about? 16References 172 The Consumer Explorer: The Key to Delivering the Innovation Strategy 20Dulce Paredes and Kannapon Lopetcharat2.1 You as a brand 202.2 The roles of the Consumer Explorer 212.3 Taking the lead 252.4 Practical advice from seasoned Consumer Explorers 29References 303 Invention and Innovation 32Daniel Ennis3.1 Invention and innovation 323.2 The steam engine: Watt and Boulton 323.3 Nike: Bowerman and Knight 333.4 The US Navy: Scott and Sims 343.5 Consumer-perceived benefits: Coffee, beer and cigarettes 353.6 Extensibility: Is there a limit to it? 363.7 Innovation in scaling intensities and emotions 363.8 Scaling intensities 373.9 Scaling emotions (hedonics) 383.10 Final remarks 40References 404 Designing the Research Model 44Kannapon Lopetcharat, Dulce Paredes and Jennifer Hanson4.1 Factors influencing product innovation 444.2 Setting up a successful product innovation program 464.3 Current approach to new product development 474.4 Iterative qualitative-quantitative research model 48References 515 What You Must Look For: Finding High Potential Insights 54Kannapon Lopetcharat, Jennifer Hanson and Dulce Paredes5.1 What is an insight? 545.2 What is an "ownable" insight? 555.3 How to develop high potential insights 565.4 Behavior: The basis for all insights 575.5 Attitudes and needs: The explanation for behavior 575.6 Demographics and lifestyles: The personal connection 575.7 Making insights ownable 585.8 Summary 63References 63PART II RESEARCH TOOLS OF THE CONSUMER EXPLORER 656 Tools for Up-Front Research on Consumer Triggers and Barriers 686.1 Understanding Consumer Languages 68Kannapon Lopetcharat References 886.2 Insights Through Immersion 91Donna Sturgess References 996.3 Qualitative Multivariate Analysis 100Kannapon Lopetcharat and Jacqueline Beckley References 1206.4 The Gameboard "Model Building" 122Cornelia Ramsey References 1346.5 Quantitative Anthropology 136Jennifer Hanson References 1486.6 Emotion Research as Input for Product Design 149Pieter Desmet and Hendrik Schifferstein References 1737 Tools for Up-Front Research on Understanding Consumer Values 1787.1 Kano Satisfaction Model 178Alina Stelick, Kannapon Lopetcharat and Dulce Paredes References 1907.2 Conjoint Analysis Plus (Cross Category, Emotions, Pricing and Beyond) 192Daniel Moskowitz and Howard Moskowitz Acknowledgment 221References 2227.3 Benefit Hierarchy Analysis 224Efim Shvartsburg References 2398 Tools to Refine and Screen Product Ideas in New Product Development 2428.1 Contemporary Product Research Tools 242Michele Foley References 2488.2 Insight Teams: An Arena For Discovery 249Stacey Cox References 2648.3 Consumer Advisory Boards: Incorporating Consumers Into Your Product Development Team 265Leah Gruenig References 2758.4 Defining the Product Space and Rapid Product Navigation 276Jenny Lewis, Ratapol Teratanavat and Melissa Jeltema References 2908.5 Free-Choice in Context Preference Ranking: A New Approach for Portfolio Assessment 291Ratapol Teratanavat, James Mwai and Melissa Jeltema References 3019 Tools to Validate New Products for Launch 3049.1 Extended Use Product Research for Predicting Market Success 304Ratapol Teratanavat, Melissa Jeltema and Stephanie Plunkett References 3169.2 Product Concept Validation Tests 317Jennifer Hanson PART III WORDS OF THE WISE 32510 Putting It All Together: Building and Managing Consumer-Centric Innovation 328Michael Murphy10.1 Researchers becoming breakthrough facilitators: The stairway to heaven 32910.2 Transformational team experiences 1: Where we observe comedians get naked 33110.3 Transformational team experiences 2: Why everybody who works for me will someday be wearing women's underwear (or the "why we're always hiring" model) 33210.4 Building stronger teams 1: Forming the group 33310.5 Building stronger teams 2: Failure equals ownership (or the "you break it, you buy it" model) 33510.6 Avoiding product feature dilution: The barrier to breaking through 33610.7 Researchers becoming breakthrough facilitators: A reprise 33710.8 Summary and future 33811 Words of the Wise: The Roles of Experts, Statisticians and Strategic Research Partners 34211.1 Above Averages: Use of Statistics, Design of Experiment and Product Innovation Applications 342Frank Rossi References 34711.2 The Role of In-House Technical Experts 348Veronica Symon 11.3 How to Leverage Research Partners (Local and International Testing) 353Gigi Ryan, Jerry Stafford and Jim Rook11.4 Best Practices in Global Testing and Multi-Cultural Consumer Research 365Alejandro Camacho References 37112 Future Trends and Directions 374Jacqueline Beckley, Dulce Paredes and Kannapon Lopetcharat12.1 Digital technology will continue to drive mobility, convenience and speed 37412.2 Engaged people (consumers) will continue to drive products and research 37512.3 Play and games will enhance respondent participation 37612.4 Hybrid data and patterns 37712.5 Translational research 378References 378Index 381

Über den Autor / die Autorin

Jacqueline H. Beckley, President, The Understanding & Insight Group LLC, Denville, New Jersey, USA

Dulce Paredes, Vice President, Consumer Insights and Market Research, Takasago International Corporation (USA), Rockleigh, New Jersey, USA

Kannapon Lopetcharat, NuvoCentric, Bangkok, Thailand

Zusammenfassung

Product Innovation Toolbox: A Field Guide to Consumer Understanding and Research brings together key thought-leaders and seasoned consumer researchers from corporate R&D, academia and marketing research companies to share their experiences, cutting edge consumer research tools and practical tips for successful and sustainable product innovation. This is an essential resource for product developers, marketers and technologists who want to implement consumer-centric innovation and are responsible for designing product-testing strategies from upfront innovation to support new product development. The scope of the book by chapter shows the steps that transform a consumer researcher to a Consumer Explorer that guides the project team to successful innovation and new product introductions. Product Innovation Toolbox is designed to appeal to broad audiences from consumer researchers, product developers, marketers and executives. With an emphasis on consumer understanding and examples that range from cheese to lipstick and printers to energy beverages, Product Innovation Toolbox offers guidelines and best practices for strategizing, planning and executing studies with confidence and high efficiency yielding faster and better insights.

Produktdetails

• Autoren: Jacqueline Beckley, Jacqueline H Beckley, Jacqueline H. Beckley, Jacqueline H. Paredes Beckley, Jacqueline H./ Paredes Beckley, Lopetcharat, Kannapon Lopetcharat, Dulc Paredes, Dulce Paredes, Maria D. Paredes
• Verlag: IOWA
• Sprache: Englisch
• Produktform: Fester Einband
• Erschienen: 13.04.2012
• EAN: 9780813823973
• ISBN: 978-0-8138-2397-3
• Seiten: 416
• Themen: Naturwissenschaften, Medizin, Informatik, Technik > Biologie > Landwirtschaft, Gartenbau; Forstwirtschaft, Fischerei, Ernährung; Sozialwissenschaften, Recht,Wirtschaft > Wirtschaft > Werbung, Marketing; Lebensmittelchemie, BUSINESS & ECONOMICS / Marketing / Research, TECHNOLOGY & ENGINEERING / Food Science, Business / Economics / Finance