Back

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

This is a long description of some author details.

Pradeep Bansal

Author

This is a long description of some author details.

This could also be of interest:

Research Papers

New product development in an evolving market

Catalogue: Seminar 1979: New Product Development

Authors: Michael J. Riddle, Jonathan Wilkinson

 

October 1, 1979

×

Citation

Riddle and Wilkinson (1979a, October 01). New product development in an evolving market. ANA - ESOMAR. Retrieved April 16, 2024, from


https://ana.esomar.org/documents/new-product-development-in-an-evolving-market


Research Papers

A virtual testing approach to improve new product success rates

Catalogue: Asia Pacific 2004

Authors: Lionel Wang, Karl Irons, Henry Xin

Company: Market-Guide Consulting (China) Co., Ltd.

March 28, 2004

×

Citation

Wang, Irons and Xin (2004a, March 28). A virtual testing approach to improve new product success rates. ANA - ESOMAR. Retrieved April 16, 2024, from


https://ana.esomar.org/documents/a-virtual-testing-approach-to-improve-new-product-success-rates


Research Papers

A fresh approach to home-use testing

Catalogue: Seminar 1996: Capturing The Elusive Appeal Of Fragrance

Author: Ivor Shalofsky

 

December 1, 1996

×

Citation

Shalofsky, I. (1996a, December 01). A fresh approach to home-use testing. ANA - ESOMAR. Retrieved April 16, 2024, from


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


  • PDF
Fad and progress in motivation research Authors: Herta Herzog
Methodological considerations regarding marketing research for consumer durable goods Authors: Leif Holbaek-Hanssen
Service after sale and studies of market for business Authors: Archibald Maddock Crossley
Some comments on the use of 3D and strip film Authors: Henry Charles Briant
The "steps-and-parts" model for polling Authors: Stuart Carter Dodd, Chahin Turabian
What are durable and capital goods? Authors: N. H. Pearson
Advertising and marketing research (French) Authors: Philippe De Vendeuvre
Consumers economic expectations and intentions as revealed by sample surveys Authors: Henry Durant
Economic forecasts with special reference to field studies Authors: Jan van Rees
Market research for petroleum products in the automotive field Authors: D. Leerentveld
×

Citation

Hisiger and Bansal (1998a, June 15). An experiential approach to new product development and testing. ANA - ESOMAR. Retrieved April 16, 2024, from


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