Abstract:

This paper presents a knowledge-creation approach permitting both marketer and researcher to apply principles of systematized design to concepts in text format and simulated visual format. The goal is to establish a 'co-creation' process whereby the research allows untrained consumers to specify communication aspects of the product/service, and even helps synthesize new product/service categories representing untapped opportunities. The approach, implemented on the Internet, enables the researcher at the early development stage to identify aspects of this newly synthesized service; what to say, how to say it, and what a direct marketing mailing piece might look like from the outside. Most importantly, in light of today's need for rapid information, at low cost, applicable worldwide, the approach was developed in low-cost-to execute, 'just-in-time' format in which multiple iterations can be done with relatively little effort beyond 'thinking through the problem'.