Steps Towards A Consumer-driven Concept Innovation Machine For ‘Ordinary’ Product Categories In Their Later Lifecycle Stages

This paper presents a research-driven approach to innovating product features in categories considered to be mature and low involvement.

Steps Towards a Consumer-Driven Concept Innovation Machine for 'Ordinary' Product Categories in Their Later Lifecycle Stages

Howard MoskowitzMoskowitz Jacobs Inc., United States

Michele ReisnerMoskowitz Jacobs Inc., United States

Bert KriegerMoskowitz Jacobs Inc., United States

Kjell OksendalFuture Information Research Management (FIRM), United States


When business people talk about innovation they usually talk about poorly defined 'fuzzy front end'. Researchers in particular and business in general are good at metrics which quantify how strongly a product concept performs. Researchers are not quite as good at creating new ideas, often ceding this creative job to outside sources, with...

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