Abstract:

Much of the activity of market researchers focuses on understanding the effect of new products on the firm. By researching product acceptance before introduction, manufacturers recognize that careful attention to consumer wants and needs will increase their likelihood of success. This paper provides a case study of the challenges that faced both a client firm (Eastman Kodak Company) and its research partner (SHC & Associates) in developing research to study consumer acceptance of potential entrants in four new product lines being contemplated by Kodak. The paper addresses the challenges faced by the internal researcher in drawing out the needs of product management, having them accept the possibilities and limitations of consumer research, and developing an understanding of the study findings and uses of the research when the study is complete. The paper also addresses the challenges faced by the research agency in developing a research design and program that fits the needs of the client, implementing that design, and developing findings that can be easily understood and implemented.