Asking consumers what they want when they don't know the answer

This paper argues that new product development research requires a very different approach where the technology being tested involves a change in mindset.

Asking Consumers What they Want When they Don't Know the Answer

Ben LovejoyTNS IT & Telecoms, United Kingdom

FROM INCREMENTAL CHANGE TO MINDSET CHANGE

All new product development research is not the same. To choose the best approach to an NPD project in the high-tech sector, we need to ask ourselves three fundamental questions:

  1. What is the nature of the technological change involved?

  2. To what extent will this technology change consumer perceptions?

  3. How great an impact will ownership have on consumer behaviour?

I would argue that there are three classes of technological change, which I have termed Incremental change,...

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