Abstract:
In this paper we discuss Information Acceleration, an interactive multimedia market research approach for new product development. The paper is divided into three parts. First we discuss how the features of Information Acceleration (LA) 1 * methodology address the particular needs of the development process for innovative products. Then we present a case study of the use of IA through several stages of such a development process at General Motors (GM). Since 1990 GM has incorporated the IA simulated test market technique to support the development of its electric vehicle, now planned for a 1997 test market introduction. We conclude with a discussion of the next steps in the evolution of the methodology. In particular we describe new research designed to address the issue of accelerating the learning, or habitual use pattern., of a service, this research is currently in progress to support the development of a new electric utility service in France.
Research Papers
Benefits of using interactive media in new product development research
Catalogue: ESOMAR/JMA/ARF Conference 1995: Triad 2000
Author: Roberta Chicos
 
June 15, 1995
Research Papers
Utilizing rich multimedia methods for the elicitation of preferences for radical future technologies
Catalogue: ESOMAR Conference on Marketing 2004
Authors: Jordan Louviere, Tim Coltman, Timothy Devinney
 
October 10, 2004
Research Papers
Information and research based on multimedia simulation
Catalogue: ESOMAR Congress 1997: Learning From The Future
Authors: Veronique Beillan, Isabelle Blot
 
September 1, 1997
