Consumer research in the early stages of new product development : issues and applications in the food domain

摘要: New products that deliver added consumer value contribute significantly to the success of companies. In numerous studies new product performance over years, consensus has developed understanding needs is paramount strategic value, especially in early stages development process. During these stages, not yet been specified and aim search for novel ideas from a marketing technological perspective. Despite their importance, several indicate research methodologies are underutilised development. The this thesis analyse key issues develop illustrate appropriate methodology at process, as one most distinguishing characteristics successful projects.Consumer can be confirmative its focus testing concepts before launch way prevents unjustified investments. Consumer also proactive it aims identify against fulfilled by currently market. Successful requires balance between both types research. focuses on optimal application particular providing guidance generating validating concepts. first chapter, importance presented factors failure discussed. Specially, need considered criteria effective outlined.In chapter 2, ten frequently used methods techniques uncover unmet wants critically reviewed. Each following empirical chapters specific aspect problems associated with selecting implementing Chapter 3 presents framework which allows obtaining relevant expert feedback an stage By systematically rigorously screening large set inside (experts) outside (consumers) company, shows extent experts agree about opportunities high potential overlooked.Chapter 4 illustrates problem functional food innovation. This provides insight number decisions have taken process relation health claim formulation, segment determination selection. 5 comprehensive conceptual comparison internal external preference analysis. addition statistical criteria, study explicitly takes end-user perspective into account comparing various criteria. final (chapter 6) innovation templates approach ideas. 7 summarizes results previous describes limitations thesis. Overall, better recognition suggest could support marketing-R&D interfacing