Product Innovation Toolbox : A Field Guide to Consumer Understanding and Research.
Jacqueline H. Beckley
Bok Engelsk 2012 · Electronic books.
| Omfang | 1 online resource (418 pages)
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| Utgave | 1st ed.
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| Opplysninger | Intro -- Product Innovation Toolbox: A Field Guide to Consumer Understanding and Research -- Contents -- Contributors -- Acknowledgments -- Introduction: From Pixel to Picture -- Scoping the innovation landscape -- How this book is organized -- Part I -- Part II -- Part III -- References -- PART I STARTING THE JOURNEY AS A CONSUMER EXPLORER -- 1 Setting the Direction: First, Know Where You Are -- 1.1 Roles in the corporation - the dance of the knowledge worker -- 1.2 Insights leader - learning on the job versus learning in school -- 1.3 Being the authentic you -- 1.4 What should you read? -- 1.5 What else do you need to do to prepare to be an insight leader? -- 1.6 Dealing with management and your clients -- 1.7 Guidelines to success -- 1.8 Reporting results -- 1.9 Do not "winstonize" -- 1.10 Making it public - helpful hints to grow from student to professional -- 1.11 The two types of professionals in the world of evaluating products (and studying consumers) -- 1.12 Knowing your limits and inviting others in -- 1.13 The bottom line - what's it all about? -- References -- 2 The Consumer Explorer: The Key to Delivering the Innovation Strategy -- 2.1 You as a brand -- 2.2 The roles of the Consumer Explorer -- 2.3 Taking the lead -- 2.4 Practical advice from seasoned Consumer Explorers -- References -- 3 Invention and Innovation -- 3.1 Invention and innovation -- 3.2 The steam engine: Watt and Boulton -- 3.3 Nike: Bowerman and Knight -- 3.4 The US Navy: Scott and Sims -- 3.5 Consumer-perceived benefits: Coffee, beer and cigarettes -- 3.6 Extensibility: Is there a limit to it? -- 3.7 Innovation in scaling intensities and emotions -- 3.8 Scaling intensities -- 3.9 Scaling emotions (hedonics) -- 3.10 Final remarks -- References -- 4 Designing the Research Model -- 4.1 Factors influencing product innovation.. - 4.2 Setting up a successful product innovation program -- 4.3 Current approach to new product development -- 4.4 Iterative qualitative-quantitative research model -- References -- 5 What You Must Look For: Finding High Potential Insights -- 5.1 What is an insight? -- 5.2 What is an "ownable" insight? -- 5.3 How to develop high potential insights -- 5.4 Behavior: The basis for all insights -- 5.5 Attitudes and needs: The explanation for behavior -- 5.6 Demographics and lifestyles: The personal connection -- 5.7 Making insights ownable -- 5.8 Summary -- References -- PART II RESEARCH TOOLS OF THE CONSUMER EXPLORER -- 6 Tools for Up-Front Research on Consumer Triggers and Barriers -- 6.1 Understanding Consumer Languages -- 6.1.1 Consumers do not understand these technical words, so what should we say about our new products? -- 6.1.2 How to select a method -- 6.1.3 Free elicitation and Zaltman metaphor elicitation technique -- 6.1.4 Laddering interview -- 6.1.5 Potential problems when applying laddering interview in practice -- 6.1.6 Kelly's repertory grid and flash profiling -- 6.1.7 Summary and future -- References -- 6.2 Insights Through Immersion -- 6.2.1 The power of immersive experience -- 6.2.2 Immerse yourself -- 6.2.3 Conductive thinking -- 6.2.4 Getting started -- 6.2.5 Plunging into illumination -- 6.2.6 Taking action -- 6.2.7 Summary and future -- References -- 6.3 Qualitative Multivariate Analysis -- 6.3.1 Consumers do not know what they want, really. Really? -- 6.3.2 Introduction -- 6.3.3 Qualitative Multivariate Analysis in practice -- 6.3.4 Qualitative Multivariate Analysis in practice: Deeper understanding of cottage cheese consumption -- 6.3.5 Consumer perceived values -- 6.3.6 Summary and future of Qualitative Multivariate Analysis -- References -- 6.4 The Gameboard "Model Building".. - 6.4.1 The problem - how to talk to consumers about new products that do not exist -- 6.4.2 A new method: Gameboard strategy "Model Building" -- 6.4.3 Construction: Creative process model -- 6.4.4 Interview guide for model construction methodology -- 6.4.5 Ensuring reliability of the outcomes -- 6.4.6 Analysis of the outcomes from Gameboard "Model Building" -- 6.4.7 Analysis overview -- 6.4.8 Consumer-centered products and Gameboard "Model Building" -- 6.4.9 Limitations -- 6.4.10 Theoretical background of model construction methodology -- 6.4.11 Summary and future -- References -- 6.5 Quantitative Anthropology -- 6.5.1 Anthropology: A brief introduction -- 6.5.2 The rise of ethnography in marketing -- 6.5.3 The elephant in the room -- 6.5.4 Quantitative Anthropology (QA) -- 6.5.5 Quantitative anthropology in practice -- 6.5.6 Under the hood -- 6.5.7 Applications of quantitative anthropology -- 6.5.8 Future potential -- References -- 6.6 Emotion Research as Input for Product Design -- 6.6.1 Putting emotion at the center: emotion-driven design -- 6.6.2 New product development and design -- 6.6.3 Emotional responses to consumer products -- 6.6.4 Methods for emotion research in new product development -- 6.6.5 Emotion research in new product development -- 6.6.6 Summary and future of emotional research -- References -- 7 Tools for Up-Front Research on Understanding Consumer Values -- 7.1 Kano Satisfaction Model -- 7.1.1 Understanding the fundamental of consumer satisfaction - Kano satisfaction survey -- 7.1.2 Kano satisfaction survey step by step -- 7.1.3 Comparison with degree of importance surveys -- 7.1.4 Philosophy behind the Kano satisfaction model -- 7.1.5 Summary and future -- References -- 7.2 Conjoint Analysis Plus (Cross Category, Emotions, Pricing and Beyond) -- 7.2.1 Consumer research: Experimentation vs. testing.. - 7.2.2 Conjoint analysis (aka conjoint measurement) -- 7.2.3 Doing the basic conjoint analysis experiment -- 7.2.4 The raw material of CA -- 7.2.5 Experimental design -- 7.2.6 Building models -- 7.2.7 Presenting the result - numbers, text, data, talk, move to steps -- 7.2.8 Using the results - what do the numbers tell us? -- 7.2.9 Beyond individual groups to segments -- 7.2.10 New analytic advances in conjoint analysis -- 7.2.11 "Next generation" thinking in conjoint analysis -- 7.2.12 Discovering the "new" through conjoint analysis - creating an innovation machine -- 7.2.13 Dealing with prices -- 7.2.14 Mind Genomics™: A new "science of the mind" based upon conjoint analysis -- 7.2.15 Four considerations dictating the future use of conjoint analysis -- Acknowledgment -- References -- 7.3 Benefit Hierarchy Analysis -- 7.3.1 Benefit hierarchy analysis - a new way to identify what drives consumers' liking, purchase intent or preference -- 7.3.2 Hierarchy analysis vs. traditional approaches -- 7.3.3 Bounded rationality: the reason behind benefit hierarchy -- 7.3.4 How hierarchy analysis ranks the benefits and product attributes -- 7.3.5 Identify drivers of liking, purchase intent or preferences -- 7.3.6 Consumer segmentation using individual schemas -- 7.3.7 Summary and future -- References -- 8 Tools to Refine and Screen Product Ideas in New Product Development -- 8.1 Contemporary Product Research Tools -- 8.1.1 Introduction -- 8.1.2 What is a concept? -- 8.1.3 What is a concept test? -- 8.1.4 Considerations in conducting a concept test -- 8.1.5 Sampling: Who do you test with? -- 8.1.6 Contemporary measures -- 8.1.7 Conclusion: From winning idea to successful product -- References -- 8.2 Insight Teams: An Arena For Discovery -- 8.2.1 Insight teams for discovery -- 8.2.2 Definition of an insight team.. - 8.2.3 When to apply the skills of an insight team -- 8.2.4 Implementing insight teams for development -- 8.2.5 How to use the insight team -- 8.2.6 Case study of using the insight team -- 8.2.7 The future of insight teams -- References -- 8.3 Consumer Advisory Boards: Incorporating Consumers Into Your Product Development Team -- 8.3.1 Introduction -- 8.3.2 Conducting consumer advisory boards -- 8.3.3 Case study -- 8.3.4 Summary -- References -- 8.4 Defining the Product Space and Rapid Product Navigation -- 8.4.1 Listening to understand: Rapid product navigation -- 8.4.2 Recommended tools and "how to" implement -- 8.4.3 Case study -- 8.4.4 Theoretical background of the tools -- 8.4.5 Summary and future of the tools -- References -- 8.5 Free-Choice in Context Preference Ranking: A New Approach for Portfolio Assessment -- 8.5.1 Want to offer more but how many is too many? -- 8.5.2 Current approaches on product line extension -- 8.5.3 Free-choice in context preference ranking -- 8.5.4 Theoretical backgrounds of free-choice in context preference ranking -- 8.5.5 Summary and future -- References -- 9 Tools to Validate New Products for Launch -- 9.1 Extended Use Product Research for Predicting Market Success -- 9.1.1 Balancing two important acts: Introducing new products and optimizing portfolio -- 9.1.2 Shortcomings of traditional approaches -- 9.1.3 An alternative: Extended use product research -- 9.1.4 Steps in conducting extended use product research -- 9.1.5 Understanding consumer segments -- 9.1.6 Assessment of sensory performance -- 9.1.7 Understanding how consumers make choice decisions -- 9.1.8 Using behavioral measures to help assess product viability -- 9.1.9 Among users, they were also segmented into situational users and regular users -- 9.1.10 Philosophy behind extended use product research -- 9.1.11 Summary and future -- References.. - 9.2 Product Concept Validation Tests.. - 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.
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| Emner | |
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| ISBN | 9781118229255
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