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...