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Titre du document / Document title

Consumer research in the early stages of new product development: a critical review of methods and techniques. Commentaries. Authors' reply

Auteur(s) / Author(s)

VAN KLEEF Ellen (1) ; VAN TRIJP Hans C. M. (1) ; LUNING Pieternel (2) ; CARDELLO Armand V. (3) ; GARBER Lawrence L. (Commentateur) (4) ; BOYA Unal Ö. (Commentateur) (4) ; JAEGER Sara R. (Commentateur) (5) ; SCHMIDT Jeffrey B. (Commentateur) (6) ; WANSINK Brian (Commentateur) (7) ;

Affiliation(s) du ou des auteurs / Author(s) Affiliation(s)

(1) Marketing and Consumer Behaviour Group, Department of Social Sciences, Wageningen University, Hollandseweg 1, 6706 KN Wageningen, PAYS-BAS
(2) Product Design and Quality Management Group, Department of Agrotechnology and Food Science, Wageningen University, P.O. Box 8129, 6700 EV Wageningen, PAYS-BAS
(3) Supporting Science and Technology Directorate U.S. Army Natick Research, Development and Engineering Center, Natick, MA 01760-5020, ETATS-UNIS
(4) Appalachian State University, Marketing Department, Boone, NC 28608, ETATS-UNIS
(5) Department of Marketing, University of Auckland, Commerce B Building 113, Private Bag 92019, Auckland, NOUVELLE-ZELANDE
(6) Department of Business Administration, College of Business, University of Illinois at Urbana-Champaign, 350 Wohlers Hall, 1206 South Sixth Street, Champaign, IL 61820, ETATS-UNIS
(7) Applied Economics and Marketing, Cornell University, Ithaca, NY, ETATS-UNIS

Résumé / Abstract

Incorporating the 'voice of the consumer' in early stages of the new product development process has been identified as a critical success factor for new product development. Yet, this step is often ignored or poorly executed. This may be due to lack of familiarity on which methods are available, the use of disciplinary terminology, and difficulty in accessibility of papers on this subject. This paper reviews and categorises 10 of the most common methods in this area, in terms of what their key features are, and what strengths, weaknesses and appropriateness are. We develop a classification scheme based on three performance dimensions with specific criteria: (1) stimuli used as cue for need elicitation, (2) task format, and (3) need actionability. We provide guidelines for the appropriateness of these methods in the new product development process based on the newness strategy of the development process (radical versus incremental innovation) and identify which functional department (marketing versus R&D) the method should primarily support.

Revue / Journal Title

Food quality and preference    ISSN  0950-3293 

Source / Source

2005, vol. 16, no3, pp. 181-226 [46 page(s) (article)] (dissem.)

Langue / Language

Anglais

Editeur / Publisher

Elsevier, Kidlington, ROYAUME-UNI  (1988) (Revue)

Mots-clés anglais / English Keywords

Grid

;

Acceleration

;

Information

;

Elicitor

;

Design

;

Analysis

;

Method

;

Review

;

Product development

;

New product

;

Early stage

;

Research

;

Consumer

;

Mots-clés français / French Keywords

Grille

;

Accélération

;

Information

;

Eliciteur

;

Conception

;

Analyse

;

Méthode

;

Article synthèse

;

Développement produit

;

Produit nouveau

;

Stade précoce

;

Recherche

;

Consommateur

;

Mots-clés espagnols / Spanish Keywords

Rejilla

;

Aceleración

;

Información

;

Elicitador

;

Diseño

;

Análisis

;

Método

;

Artículo síntesis

;

Desarrollo producto

;

Producto nuevo

;

Estadio precoz

;

Investigación

;

Consumidor

;

Mots-clés d'auteur / Author Keywords

Review

;

Consumer research

;

New product development

;

Category appraisal

;

Conjoint analysis

;

Empathic design

;

Focus group

;

Free elicitation

;

Information acceleration

;

Kelly repertory grid

;

Laddering

;

Lead user technique

;

Zaltman metaphor elicitation technique

;

Localisation / Location

INIST-CNRS, Cote INIST : 21968, 35400012697364.0010

Nº notice refdoc (ud4) : 16470101



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