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.

An Experiental Approach to New Product Development and Testing

Pradeep BansalandBarbara HisigerAT&T Laboratory, United States

INTRODUCTION

The range and complexity of products and services that can be offered today creates a great challenge for market research. In a highly competitive and dynamic environment such as the one existing in the telecommunications industry, it is more important than ever to be able to predict with greater certainty the winning applications for evolving technologies. The cost of developing and deploying new services in this industry is often very high. Therefore, it is critical that companies enter into the market...

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