Objectives: NPD, R&D, innovation research, launches

 

This paper discusses what drives innovation in Asian markets. Two types of innovation are distinguished: renovation (meeting consumer needs better through improvement) and true innovation (step-change

This paper proposes a new method for evaluating new product introductions in Japan, based on user segmentation by purchase behaviour and attitude data from a single-source panel. The method is illustr

The idea of customer co-creation has been accelerated in recent years by 'mass customisation' made possible through the internet. The paper questions whether most consumers are able to co-create or ra

The article discusses co-creation of advertising, NPD etc., and questions the belief that co-creation is the only way for researchers to work with consumers and that direct experience with consumers -

The article attempts to define and understand the meaning of 'insight', and what expectations it arouses, in the context of market research. The study involved a qualitative and quantitative stage amo

This article argues that research, like other parts of industry, needs to embrace 'co-creation', i.e. stop treating people as 'respondents' or objects of study and start seeing them as collaborators i

The article argues that researchers could give their clients much more valuable advice if they could combine specific study findings with insights and knowledge obtained in other ways. To do this, the

Failures of innovation are not random: they are predictable - and avoidable - if managers get the categorization stage of theory right. Of the many dimensions of business building, creating products t ...

Consumers are confronted with an ever-increasing amount of products and services, but this complexity seems to generate more confusion than happiness. Companies also face intensified global competitio ...

The use of information and communication technology products and services varies to a considerable degree among consumers. There are some users who devour any innovation, and use beta versions to chal ...

Philips has a long-established history of introducing innovative products in the consumer electronics space. Sustaining innovation on this scale is challenging, and Philips' market research arm is con ...

How can scores from a concept tested in Germany be reliably compared with those from the same concept tested in China? Measured and true concept scores can widely vary between countries due to e.g. cu ...

If the number of hits in Google is by any means a measure of importance, then, with more than 94 million hits, innovation is a hot topic. The generation of ideas - or 'ideation' - is obviously crucial ...

The advent of Web 2.0 has given consumers a variety of ways to express their creativity, views and opinions. As such, they are no longer merely passive participants in brand relationships, but are now ...

This paper discusses the increasing importance of consumer driven touchpoints, which can help to drive innovation and product development. Such an approach can overcome the frequent complications in t ...

This presentation discusses how to use Web 2.0 techniques to 'co-create' new products with consumers, rather than developing a product for them. Such an approach needs to focus on the early stages NPD ...

Previous research has shown that consumers are twice as receptive to communications while they are 'waiting' for something, such as a doctor's appointment. This approach is called wait marketing, beca ...

While 'brainstorming' can bind teams and build commitment to concepts, it is rarely a successful way to generate and test winning ideas. This paper discusses Unilever's experience of the strengths and ...

This paper is based on the three 'Ps' of innovation: perspective, process and product. It aims to discuss how organisations can make research part of the innovation process, focusing on these three ar ...

Research is often criticised for its failure to nurture innovative ideas. In response to this situation, this paper aims to establish the experience of UK-based advertisers and creative agencies in te ...

All companies like to believe they're innovative, but few bring that trait to the forefront. This paper presents five best practices for creating a culture of innovation in a marketing organization: 1 ...

Classic automotive market research today is still very technology-oriented and product-driven. This typically becomes apparent in study designs which are rather detached from reality and everyday life ...

Consumers shop differently for OTC products than for their groceries. Advertising effectiveness, the relevance of shelf-based awareness, consumer 'buzz' and the role of the professional are key influe ...

For decades, one of the key roles of market research has been to help companies forecast customer acceptance of innovation and of changes to the marketing mix (the 4Ps). However, traditional market re ...

This paper describes how Rexona (a Unilever brand) had lost its way in France, and how research created a new category language to show the way back to growth. A fusion of different approaches was use ...

The brand challenge goes beyond identifying motivations and needs. What inspires a 'shared moment' that links a consumer with a brand? The analogy is with dancing - how do consumer and brand come to b ...

With the help of innovative research, TVS, a leading two-wheeler company in India, moved beyond the conventional path of functional, technical and design superiority to build a deeper connection with ...

Laura Morris, an account director at Nunwood, explains open innovation, the concept of inviting customers inside organisations to act as co-developers of exciting new products and services (online and ...

In this article, Magnus Willis, founding partner of Sparkler, contends that we are currently in a third marketing age - the age of consumer collaboration - which has a particular relevance for brand i ...

In this article, Michael White, Vice President, Panels and Communities at MarketTools, argues that traditional methods of developing new products will not come up with the break-through innovations th ...