Using customer-based ideation to drive new product development

Jim Thomas and Mark Silverberg

This paper demonstrates how companies charged with new product development can use an effective, low-cost, qualitative market research methodology to drive the development of new, market-driven products.

Using Customer-Based Ideation to Drive Newproduct Development

Jim ThomasThe RDA Group Inc., United StatesMark SilverbergFord Motor Company, United States

BACKGROUND OF THE ISSUES

The battle for retail customers is a never-ending one. In the case of most companies, their success or failure is based on keeping ahead of the competition by developing innovative products and services that are perceived by customers to have more value than competitive offerings.

Staying ahead of the competition is paramount to survival in the automotive industry. While brand loyalty is a still a factor for many customers, model proliferation in the U.S....

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands