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.
This could also be of interest:
Research Papers
Nothing to Fear but Fear Itself
Catalogue: Congress 2024
Authors: Ramasubramanian Narayanan, Shobha Prasad
Company: PepsiCo
January 1, 1970
Videos
Nothing to Fear but Fear Itself
Catalogue: Congress 2024
Authors: Ramasubramanian Narayanan, Shobha Prasad
 
October 1, 2024
Research Reports
Qualitative research on 'Blue Line' advertising
Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
 
May 1, 1979
