Sight and Insight, Worlds Apart: A New Framework for NPD Research Developed Out of the Technology Sector

Using the mobile phone market as an example, the paper explores the 'depth' of adoption (within individuals) of a new product in the context of the breadth (the number of people involved).

Sight and Insight, Worlds Apart: A New Framework for npd Research Developed out of the Technology Sector

Andrew Vincent and Jerome Norris, Business & Market Research

OUR INSPIRATION

It is well documented that most new products fail and that successfully...