Using Market Research in Early Stages of Product Development
Is There a 'One' Way?
INTRODUCTION
VNU Tijdschriften owns over forty consumer magazines in The Netherlands. VNU Tijdschriften has a market share of approximately twothirds in consumer magazines. In VNUs product development strategy, market research plays an important role: sometimes as a check on the market opportunities of an intuitively produced concept; sometimes as a dominant and directing force in all stages of the product development process. The company strives to establish a portfolio that covers all segments of the market. Market research can point out gaps in the portfolio....