Abstract:

The prevailing business climate these days is increasingly competitive, pushing marketers not only to innovate but also to do this faster than the competition. International competition, fragmented and demanding markets, diverse and rapidly changing technologies, and increasing parity products, are all placing intense pressure on companies to shorten the innovation process and speed up time to market. Superior performance in product development and innovation is one of the main sources of competitive advantage in the modern market place. This paper addresses the issue of speeding up and improving the contribution of consumer research to the innovation process by using QualiQuant™ methodology on the internet.