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Research papers

An experiential approach to new product development and testing

This paper describes the benefits of using consumer laboratories rather than traditional market research approaches to more accurately predict customer purchase behavior. This approach has proven particularly valuable in new product development and...

Catalogue: Seminar 1998: Competition And Innovation In The Telecommunications Industry
Authors: Barbara Hisiger, Pradeep Bansal
June 15, 1998
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Citation

Hisiger and Bansal (1998a, June 15). An experiential approach to new product development and testing. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/an-experiential-approach-to-new-product-development-and-testing