Using web research technology to accelerate innovation

The prevailing business climate these days is increasingly competitive, pushing marketers not only to innovate but also to do this faster than the competition.

Using web research technology to accelerate innovation

John S. Pawle Second Sight International andPeter Cooper CRAM International Group

VOICE OF THE CONSUMER

We know that building in the voice of the consumer to the innovation process is a key success factor. In fact, it is one of, if not the most important factor determining why NPD (New Product Development) projects succeed, as shown in extensive research with managers in the United States, Europe and Japan (Cooper, 1999). Conversely, ideas that do not incorporate the voice of the consumer fail. Critical success factors for NPD and Innovation...

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