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:
What is the nature of the technological change involved?
To what extent will this technology change consumer perceptions?
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,...