Utilizing rich multimedia methods for the elicitation of preferences for radical future technologies

Timothy M. Devinney, Jordan J. Louviere and Tim R. Coltman

Information Acceleration (IA) is a series of techniques for simulating consumers' `virtual' exposure to new products before the products themselves have been developed.

Utilizing Rich Multimedia Methods for the Elicitation of Preferences for Radical Future Technologies

Timothy M. DevinneyAustralian Graduate School of Management, Australia

Jordan J. LouviereUniversity of Technology, Australia

Tim R. ColtmanUniversity of Wollongong, Australia

INTRODUCTION

Advances in technology have accelerated the pace of innovation and subsequently magnified the competitive importance of understanding how customers react to radical new innovations.1)Yet after 30 years of new product research managers remain frustrated by an apparent inability to predict innovation success. New product marketing techniques such as group discussions, test marketing and concept testing do not work well when applied...

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