Abstract:
Today much more knowledge about what it takes to create a successful new product is available, yet four out of five new products still fail. This paper examines some of the possible reasons for this 'lack of progress' and makes a case that challenges not only the way that concepts are tested, but how they are created as well. The authors have developed a structure to create new product concepts, while simultaneously being able to evaluate them. Briefly, the authors have developed a Flash-enabled virtual testing application that enables consumers to create and evaluate product concepts created from sets of a few thousand possible product attribute combinations. The attribute combinations can be constrained in ways that make sense from a manufacturing or operational perspective. This innovative approach enables development of a variety of customer-focused marketing solutions. Though the approach may be experimental, the authors share real software, real data, and real results.
Research Papers
The 'true' inner self
Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003
Authors: Carol Culebro Stewart, Jorge Cherbosque, Amy Routhier, Michael Francesco Alioto
Company: RDA Group, INC
November 5, 2003
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The complex customer
Catalogue: Qualitative 2006
Authors: Michael Francesco Alioto, Deana Gillespie
Company: Market Probe International Inc.
October 8, 2006
Research Papers
Market research for a new car concept
Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003
Authors: Farrokh Suntook, Uwe Ellinghaus, Paul Strange
Company: BMW Group
March 30, 2003
