Abstract:

In this paper, we discuss the use of interactive media in the new product development process. The paper is divided into three parts. In Part I, we discuss a market research approach to new product development which is enhanced by the use of interactive media. This approach integrates lead user analysis, discrete choice analysis, and simulated test market modeling within the context of the Information Acceleration® interactive multimedia market research technology. In Part II, we present a case study which uses this approach to evaluate market response to a mobile communication service. In particular, we focus on the use of lead user analysis to develop a service concept that satisfies the needs that customers will face in the future. Within the context of the case, we present an application which demonstrates the benefits of using interactive media as a market research tool. The focus of the paper is to present the benefits of using interactive media computing technology for conducting market research early in the design process of innovative products and services. We conclude in Part III with a discussion of new frontiers in interactive media applications to market demand research.