Choice of consumer research methods in the front end of new product development
Mariëlle Creusen and Erik Jan Hultink
Delft University of Technology
Katrin Eling
Eindhoven University of Technology
Introduction
An important success factor for new products is the understanding of user needs and wants, and their implementation into the new product development (NPD) process (Cooper & Kleinschmidt 1987; Cooper 1996; Ottum & Moore 1997; Gruner & Homburg 2000; Callahan & Lasry 2004). Consumer information is especially important in the fuzzy front end (FFE) of an NPD project (Cooper 1996; Gruner & Homburg 2000; Kärkkäinen et al.2001;...