Nothing But Blue Skies

This paper describes a five stage programme to get the best out of innovative new product development research in the telecoms sector.

Nothing But Blue Skies

Lisa Hunt,Marketing Research Manager, Nokia Mobile Phones, United Kingdom andJanine Braier, Managing Director, define Research & Marketing International PLC, United Kingdom.

INTRODUCTION

The title Nothing But Blue Skies is intended to capture the problems of researching new and innovative products in the telecommunications industry - exploring and challenging the contention that such research can only provide inaccurate results simply because it concerns technological blue skies products which respondents not only do not have currently but also cannot necessarily envisage.

This paper outlines five basic steps in the research...

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