Abstract:

This paper describes a five stage programme to get the best out of innovative new product development research in the telecoms sector. It covers the pitfalls encountered at each stage suggesting solutions based on mistakes made on both client and agency side. The main body of the paper outlines how to discover market gaps run useful brainstormings identify TRUE early adopters and develop the best possible new product development concepts to maximise useful data. The psychology of consumer acceptance of new technological products is discussed in a tentative eight-step model and the paper concludes with suggestions on when to quantify take-up.