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An experiential approach to new product development and testing

Date of publication: June 15, 1998

Catalogue: Seminar 1998: Competition And Innovation In The Telecommunications Industry

Authors: Barbara Hisiger, Pradeep Bansal

Abstract:

This paper describes the benefits of using consumer laboratories rather than traditional market research approaches to more accurately predict customer purchase behavior. This approach has proven particularly valuable in new product development and testing of new products and services for complex (e.g. high technology and service) industries. Such laboratories use simulations and prototypes to give the subjects a realistic experience of the proposed product and this experience enables them to respond better to questions regarding acceptance of the product. Examples of this approach from the telecommunications industry are given.

Barbara Hisiger

Author

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Pradeep Bansal

Author

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Hisiger and Bansal (1998a, June 15). An experiential approach to new product development and testing. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/a-fresh-approach-to-home-use-testing