Marketing strategy: New product development, R&D, de...

 

Information Acceleration (IA) is a series of techniques for simulating consumers' `virtual' exposure to new products before the products themselves have been developed. IA is used by companies to fore ...

Developing innovative applications for existing data sources and techniques is the hallmark of good research organizations. Researchers and strategists optimize their investment in data and methodolog ...

New technology has made it easier, quicker and cheaper to test and evaluate innovative new ideas. It has also opened up a number of new possibilities, including testing multiple variables, discrete ch ...

In this article, based on a speech to the Business of Marketing Strategy Conference in April 2004, Cheryl Swanson, co-founder of Toniq, describes the evolving visual landscapes of the last 40 years an ...

Think you need to innovate to improve your bottom line? Think again. Many companies rely too heavily on innovation to solve their problems. Sergio Zyman explains how managers can revitalise their mark ...

Gaston van de Laar and Lianne van den Berg-Weitzel, from Claessens Product Consultants, describe three research studies which look at the critical success factors in logo symbol design. The first two ...

Along with customer probes, simulated shelf testing is a method of launch decision testing for new products. It is an excellent method from the standpoint of measuring the relative power of a new prod ...

Today much more knowledge about what it takes to create a successful new product is available, yet four out of five new products still fail. This paper examines some of the possible reasons for this ' ...

This paper describes how Unilever Bestfoods integrated and totally changed the role of market research within its organisation in order to align with its business growth strategy. To drive growth, the ...

The Tipping Point (Gladwell 2000) is the influential bestseller on how hits happen. It is also a book about market research, revealing the three key research initiatives that can unlock the viral pote ...

The firms that come up with new product or market ideas are rarely the ones that develop these ideas into big, mass markets. Why is it so difficult to go from value creation to value capture? And what ...

Much of the activity of market researchers focuses on understanding the effect of new products on the firm. By researching product acceptance before introduction, manufacturers recognize that careful ...

Research by Accenture of 3,500 consumers in five countries (USA, UK, France, Germany, Spain) has shown that companies that forego innovation in difficult economic times, in favour of cost-cutting, can ...

Innovation follows a more predictable path than might be realised. Products, services, ideas and even celebrities move from the fringe to the centre of social convention, and the process is both measu ...

The authors contend that when developing new products and services usability research (mirroring real world behaviour) provides more reliable and helpful findings than more traditional approaches. The ...

Describes `Systematic Inventive Thinking' (SIT), a disciplined approach to new product idea generation. Proceeds by a) listing all main elements of the product, b) identifying its environment, c) mani ...

Contrary to conventional wisdom, disruptive strategic innovations are not necessarily superior to the traditional ways of competing, nor are they destined to conquer the market. And rushing to embrace ...

Nick Johnson explains that whilst there is constant pressure to develop and launch new alcoholic products successful new brand launches are very infrequent. The author argues that part of the problem ...

Consumer insight is a hot topic in the marketing community. What is the precise definition of consumer insight and how can a brand profit from in-depth knowledge and understanding of consumer’s consum ...

BMW wanted to assess the opportunity to develop a new vehicle, designed to fill a gap within a segment of the car market. The hypothesis was that there was a need for a car which combined the more “pr ...

Recently, Balakrishnan and Jacob (1996) have proposed the use of Genetic Algorithms (GA) to solve the problem of identifying an optimal single new product using conjoint data. Here we extend and evalu ...

Developing creative solutions for kids brands is far from simple. Displaying an attitude usually reserved for nourishing meals, children will reject most of what is put in front of them. In this artic ...

This article analyzes current advertisements for eye cream using deconstruction methodology. No outstanding elements emerged from the current communications when considered on a total panel basis. Som ...

This is a shortened version of a prize winning paper presented at the ESOMAR Congress 2002. Omar Mahmoud asks why so many new products fail. He lists several reasons including basing judgement on irre ...

Martin Oxley and Clive Nancarrow describe a research project which they believe could contribute to new products being successfully introduced to the market. The paper discusses the importance of attr ...

Convergennation refers to the “cross-roads” where convergence and business innovation meet to spark new opportunities and create competitive advantage resulting from combinations of tangible and intan ...

With major expenditure on 3G licenses by various network suppliers and massive R&D costs incurred by hand-set manufacturers, it is vital for key market players to optimise 3G strategy. This paper expl ...

This article describes how marketing intelligence allows Sony Ericsson to make a more valid assessment of the capitalised value of new products and services enabled by 2.5 and 3rd generation technolog ...

This paper describes a research project born of a business need at Procter & Gamble. Management had the vision that adoption of our new innovations could be accelerated if we could identify those cons ...

Improving or refining current products is not good enough to sustain or improve competitive advantage. Products, markets and categories are changing fast and consumers' (buying) behaviour is very diff ...