Product Innovation Toolbox: A Field Guide to Consumer Understanding and Research brings together key thought-leaders and seasoned consumer researchers from corporate R&D, academia and marketing research companies to share their experiences, cutting edge consumer research tools and practical tips for successful and sustainable product innovation. This is an essential resource for product developers, marketers and technologists who want to implement consumer-centric innovation and are responsible for designing product-testing strategies from upfront innovation to support new product development. The scope of the book by chapter shows the steps that transform a consumer researcher to a Consumer Explorer that guides the project team to successful innovation and new product introductions.
Product Innovation Toolbox is designed to appeal to broad audiences from consumer researchers, product developers, marketers and executives. With an emphasis on consumer understanding and examples that range from cheese to lipstick and printers to energy beverages, Product Innovation Toolbox offers guidelines and best practices for strategizing, planning and executing studies with confidence and high efficiency yielding faster and better insights.
Contents
PART I STARTING THE JOURNEY AS A CONSUMER EXPLORER.
- 1 Setting the Direction: First, Know Where You Are.
- 2 The Consumer Explorer: The Key to Delivering the Innovation Strategy.
- 3 Invention and Innovation.
- 4 Designing the Research Model.
- 5 What You Must Look For: Finding High Potential Insights.
PART II RESEARCH TOOLS OF THE CONSUMER EXPLORER.
- 6 Tools for Up-Front Research on Consumer Triggers and Barriers.
- 7 Tools for Up-Front Research on Understanding Consumer Values.
- 8 Tools to Refine and Screen Product Ideas in New Product Development.
- 9 Tools to Validate New Products for Launch.
PART III WORDS OF THE WISE.
- 10 Putting It All Together: Building and Managing Consumer-Centric Innovation.
- 11 Words of the Wise: The Roles of Experts, Statisticians and Strategic Research Partners.
- 12 Future Trends and Directions.
Index
About the Author
- Jacqueline H. Beckley, President, The Understanding & Insight Group LLC, Denville, New Jersey, USA.
- Dulce Paredes, Vice President, Consumer Insights and Market Research, Takasago International Corporation (USA), Rockleigh, New Jersey, USA.
- Kannapon Lopetcharat, NuvoCentric, Bangkok, Thailand.
Book Details
- Hardcover: 416 pages
- Publisher: Wiley-Blackwell; 1 edition (May 8, 2012)
- Language: English
- ISBN-10: 0813823978
- ISBN-13: 978-0813823973
List Price: $199.95