Developing a visceral market learning capability for new product development

As customer needs become more sophisticated, often requiring new elements of psychological satisfaction, this poses the question of how innovation practices can be developed from the rational and mechanistic to take more account of the psychological, social and cultural needs of customers that are captured within successful products.

Developing a visceral market learning capability for new product development

Deborah L. Roberts

Nottingham University

Roger Palmer

Bournemouth University

Introduction

Learning from the market, and the transformation and dissemination of knowledge is an essential part of the product innovation process (Leonard-Barton 1995). However, the complexity and dynamic nature of the marketplace is exerting even greater pressure on researchers and managers to not only provide the ‘voice of the customer’, but to understand how this nestles within the technical and social context that underpins business decisions (Smith 2007). As consumers become more affluent and informed they are paying more attention to...

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