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Turning existing technologies into new products

Date of publication: March 30, 2003

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

Company:

Authors: Boaz Mourad, Ilana Drucker, Stacey Matthias, Jason Zolov

Abstract:

The paper presents a unique four-phased research approach for utilizing consumer insights to help determine how existing technologies can be transformed into new product offerings. Designers of technologies are often locked into perceiving their technology as the product it was initially developed to be. Research shows that consumer insight can be used to identify new, unintended applications or products for existing technologies.

Boaz Mourad

Author

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Ilana Drucker

Author

This is a long description of some author details.

Stacey Matthias

Author

This is a long description of some author details.

Jason Zolov

Author

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Mourad, Drucker, Matthias and Zolov (2003a, March 30). Turning existing technologies into new products . ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/marketing-for-new-technologies