Title:
Product innovation toolbox : a field guide to consumer understanding and research
Author:
Beckley, Jacqueline H.
ISBN:
9780813823973
Publication Information:
Ames, Iowa : Wiley-Blackwell, 2012.
Physical Description:
xxiv, 392 p. : ill. ; 25 cm.
Contents:
Machine generated contents note: pt. I STARTING THE JOURNEY AS A CONSUMER EXPLORER -- 1.Setting the Direction: First, Know Where You Are / Jacqueline Beckley -- 1.1.Roles in the corporation - the dance of the knowledge worker -- 1.2.Insights leader - learning on the job versus learning in school -- 1.3.Being the authentic you -- 1.4.What should you read? -- 1.5.What else do you need to do to prepare to be an insight leader? -- 1.6.Dealing with management and your clients -- 1.7.Guidelines to success -- 1.8.Reporting results -- 1.9.Do not "winstonize" -- 1.10.Making it public - helpful hints to grow from student to professional -- 1.11.The two types of professionals in the world of evaluating products (and studying consumers) -- 1.12.Knowing your limits and inviting others in -- 1.13.The bottom line - what's it all about? -- References -- 2.The Consumer Explorer: The Key to Delivering the Innovation Strategy / Kannapon Lopetcharat -- 2.1.You as a brand --
Contents note continued: 2.2.The roles of the Consumer Explorer -- 2.3.Taking the lead -- 2.4.Practical advice from seasoned Consumer Explorers -- References -- 3.Invention and Innovation / Daniel Ennis -- 3.1.Invention and innovation -- 3.2.The steam engine: Watt and Boulton -- 3.3.Nike: Bowerman and Knight -- 3.4.The US Navy: Scott and Sims -- 3.5.Consumer-perceived benefits: Coffee, beer and cigarettes -- 3.6.Extensibility: Is there a limit to it? -- 3.7.Innovation in scaling intensities and emotions -- 3.8.Scaling intensities -- 3.9.Scaling emotions (hedonics) -- 3.10.Final remarks -- References -- 4.Designing the Research Model / Jennifer Hanson -- 4.1.Factors influencing product innovation -- 4.2.Setting up a successful product innovation program -- 4.3.Current approach to new product development -- 4.4.Iterative qualitative-quantitative research model -- References -- 5.What You Must Look For: Finding High Potential Insights / Dulce Paredes -- 5.1.What is an insight? --
Contents note continued: 5.2.What is an "ownable" insight? -- 5.3.How to develop high potential insights -- 5.4.Behavior: The basis for all insights -- 5.5.Attitudes and needs: The explanation for behavior -- 5.6.Demographics and lifestyles: The personal connection -- 5.7.Making insights ownable -- 5.8.Summary -- References -- pt. II RESEARCH TOOLS OF THE CONSUMER EXPLORER -- 6.Tools for Up-Front Research on Consumer Triggers and Barriers -- 6.1.Understanding Consumer Languages / Kannapon Lopetcharat -- 6.1.1.Consumers do not understand these technical words, so what should we say about our new products? -- 6.1.2.How to select a method -- 6.1.3.Free elicitation and Zaltman metaphor elicitation technique -- 6.1.4.Laddering interview -- 6.1.5.Potential problems when applying laddering interview in practice -- 6.1.6.Kelly's repertory grid and flash profiling -- 6.1.7.Summary and future -- References -- 6.2.Insights Through Immersion / Donna Sturgess --
Contents note continued: 6.2.1.The power of immersive experience -- 6.2.2.Immerse yourself -- 6.2.3.Conductive thinking -- 6.2.4.Getting started -- 6.2.5.Plunging into illumination -- 6.2.6.Taking action -- 6.2.7.Summary and future -- References -- 6.3.Qualitative Multivariate Analysis / Jacqueline Beckley -- 6.3.1.Consumers do not know what they want, really. Really? -- 6.3.2.Introduction -- 6.3.3.Qualitative Multivariate Analysis in practice -- 6.3.4.Qualitative Multivariate Analysis in practice: Deeper understanding of cottage cheese consumption -- 6.3.5.Consumer perceived values -- 6.3.6.Summary and future of Qualitative Multivariate Analysis -- References -- 6.4.The Gameboard "Model Building" / Cornelia Ramsey -- 6.4.1.The problem - how to talk to consumers about new products that do not exist -- 6.4.2.A new method: Gameboard strategy "Model Building" -- 6.4.3.Construction: Creative process model -- 6.4.4.Interview guide for model construction methodology --
Contents note continued: 6.4.5.Ensuring reliability of the outcomes -- 6.4.6.Analysis of the outcomes from Gameboard "Model Building" -- 6.4.7.Analysis overview -- 6.4.8.Consumer-centered products and Gameboard "Model Building" -- 6.4.9.Limitations -- 6.4.10.Theoretical background of model construction methodology -- 6.4.11.Summary and future -- References -- 6.5.Quantitative Anthropology / Jennifer Hanson -- 6.5.1.Anthropology: A brief introduction -- 6.5.2.The rise of ethnography in marketing -- 6.5.3.The elephant in the room -- 6.5.4.Quantitative Anthropology (QA) -- 6.5.5.Quantitative anthropology in practice -- 6.5.6.Under the hood -- 6.5.7.Applications of quantitative anthropology -- 6.5.8.Future potential -- References -- 6.6.Emotion Research as Input for Product Design / Hendrik Schifferstein -- 6.6.1.Putting emotion at the center: emotion-driven design -- 6.6.2.New product development and design -- 6.6.3.Emotional responses to consumer products --
Contents note continued: 6.6.4.Methods for emotion research in new product development -- 6.6.5.Emotion research in new product development -- 6.6.6.Summary and future of emotional research -- References -- 7.Tools for Up-Front Research on Understanding Consumer Values -- 7.1.Kano Satisfaction Model / Dulce Paredes -- 7.1.1.Understanding the fundamental of consumer satisfaction - Kano satisfaction survey -- 7.1.2.Kano satisfaction survey step by step -- 7.1.3.Comparison with degree of importance surveys -- 7.1.4.Philosophy behind the Kano satisfaction model -- 7.1.5.Summary and future -- References -- 7.2.Conjoint Analysis Plus (Cross Category, Emotions, Pricing and Beyond) / Howard Moskowitz -- 7.2.1.Consumer research: Experimentation vs. testing -- 7.2.2.Conjoint analysis (aka conjoint measurement) -- 7.2.3.Doing the basic conjoint analysis experiment -- 7.2.4.The raw material of CA -- 7.2.5.Experimental design -- 7.2.6.Building models --
Contents note continued: 7.2.7.Presenting the result - numbers, text, data, talk, move to steps -- 7.2.8.Using the results - what do the numbers tell us? -- 7.2.9.Beyond individual groups to segments -- 7.2.10.New analytic advances in conjoint analysis -- 7.2.11."Next generation" thinking in conjoint analysis -- 7.2.12.Discovering the "new" through conjoint analysis - creating an innovation machine -- 7.2.13.Dealing with prices -- 7.2.14.Mind Genomics[™]: A new "science of the mind" based upon conjoint analysis -- 7.2.15.Four considerations dictating the future use of conjoint analysis -- Acknowledgment -- References -- 7.3.Benefit Hierarchy Analysis / Efim Shvartsburg -- 7.3.1.Benefit hierarchy analysis - a new way to identify what drives consumers' liking, purchase intent or preference -- 7.3.2.Hierarchy analysis vs. traditional approaches -- 7.3.3.Bounded rationality: the reason behind benefit hierarchy --
Contents note continued: 7.3.4.How hierarchy analysis ranks the benefits and product attributes -- 7.3.5.Identify drivers of liking, purchase intent or preferences -- 7.3.6.Consumer segmentation using individual schemas -- 7.3.7.Summary and future -- References -- 8.Tools to Refine and Screen Product Ideas in New Product Development -- 8.1.Contemporary Product Research Tools / Michele Foley -- 8.1.1.Introduction -- 8.1.2.What is a concept? -- 8.1.3.What is a concept test? -- 8.1.4.Considerations in conducting a concept test -- 8.1.5.Sampling: Who do you test with? -- 8.1.6.Contemporary measures -- 8.1.7.Conclusion: From winning idea to successful product -- References -- 8.2.Insight Teams: An Arena For Discovery / Stacey Cox -- 8.2.1.Insight teams for discovery -- 8.2.2.Definition of an insight team -- 8.2.3.When to apply the skills of an insight team -- 8.2.4.Implementing insight teams for development -- 8.2.5.How to use the insight team --
Contents note continued: 8.2.6.Case study of using the insight team -- 8.2.7.The future of insight teams -- References -- 8.3.Consumer Advisory Boards: Incorporating Consumers Into Your Product Development Team / Leah Gruenig -- 8.3.1.Introduction -- 8.3.2.Conducting consumer advisory boards -- 8.3.3.Case study -- 8.3.4.Summary -- References -- 8.4.Defining the Product Space and Rapid Product Navigation / Melissa Jeltema -- 8.4.1.Listening to understand: Rapid product navigation -- 8.4.2.Recommended tools and "how to" implement -- 8.4.3.Case study -- 8.4.4.Theoretical background of the tools -- 8.4.5.Summary and future of the tools -- References -- 8.5.Free-Choice in Context Preference Ranking: A New Approach for Portfolio Assessment / Melissa Jeltema -- 8.5.1.Want to offer more but how many is too many? -- 8.5.2.Current approaches on product line extension -- 8.5.3.Free-choice in context preference ranking --
Contents note continued: 8.5.4.Theoretical backgrounds of free-choice in context preference ranking -- 8.5.5.Summary and future -- References -- 9.Tools to Validate New Products for Launch -- 9.1.Extended Use Product Research for Predicting Market Success / Stephanie Plunkett -- 9.1.1.Balancing two important acts: Introducing new products and optimizing portfolio -- 9.1.2.Shortcomings of traditional approaches -- 9.1.3.An alternative: Extended use product research -- 9.1.4.Steps in conducting extended use product research -- 9.1.5.Understanding consumer segments -- 9.1.6.Assessment of sensory performance -- 9.1.7.Understanding how consumers make choice decisions -- 9.1.8.Using behavioral measures to help assess product viability -- 9.1.9.Among users, they were also segmented into situational users and regular users -- 9.1.10.Philosophy behind extended use product research -- 9.1.11.Summary and future -- References -- 9.2.Product Concept Validation Tests / Jennifer Hanson --
Contents note continued: 9.2.1.The final verdict: Concept product validation testing -- 9.2.2.Type of innovation -- 9.2.3.Target market -- 9.2.4.Competitive set -- 9.2.5.Sales forecast -- 9.2.6.Types of validation tests -- 9.2.7.Central location test -- 9.2.8.Home-use test -- 9.2.9.Test market: Small-scale, in-market launch -- 9.2.10.Metrics for success -- pt. III WORDS OF THE WISE -- 10.Putting It All Together: Building and Managing Consumer-Centric Innovation / Michael Murphy -- 10.1.Researchers becoming breakthrough facilitators: The stairway to heaven -- 10.2.Transformational team experiences 1: Where we observe comedians get naked -- 10.3.Transformational team experiences 2: Why everybody who works for me will someday be wearing women's underwear (or the "why we're always hiring" model) -- 10.4.Building stronger teams 1: Forming the group -- 10.5.Building stronger teams 2: Failure equals ownership (or the "you break it, you buy it" model) --
Contents note continued: 10.6.Avoiding product feature dilution: The barrier to breaking through -- 10.7.Researchers becoming breakthrough facilitators: A reprise -- 10.8.Summary and future -- 11.Words of the Wise: The Roles of Experts, Statisticians and Strategic Research Partners -- 11.1.Above Averages: Use of Statistics, Design of Experiment and Product Innovation Applications / Frank Rossi -- 11.1.1.Brief history of experimental design -- 11.1.2.Summary and future -- References -- 11.2.The Role of In-House Technical Experts / Veronica Symon -- 11.2.1.First, look inside for the answer; it may be closer than you think -- 11.2.2.In-house experts - magic touch to success -- 11.2.3.How to work with in-house experts - advice for sensory professionals -- 11.2.4.Some ideas to approach innovation projects -- 11.3.How to Leverage Research Partners (Local and International Testing) / Jim Rook -- 11.3.1.Holistic partnership -- 11.3.2.Benefits of a client-research agency partnership --
Contents note continued: 11.3.3.Example of benefits through holistic partnership -- 11.3.4.Creating and maintaining a relationship -- 11.3.5.Getting the most out of the relationship -- 11.3.6.What to watch out for: Possible pitfalls -- 11.3.7.Partnering for international research -- 11.3.8.Summary and future -- 11.4.Best Practices in Global Testing and Multi-Cultural Consumer Research / Alejandro Camacho -- 11.4.1.Introduction -- 11.4.2.Step 1: Company's internal stakeholders input -- 11.4.3.Step 2: Secondary research -- 11.4.4.Step 3: Country-based subsidiary or office branch -- 11.4.5.Step 4: Developing a multi-country product testing checklist -- References -- 12.Future Trends and Directions / Kannapon Lopetcharat -- 12.1.Digital technology will continue to drive mobility, convenience and speed -- 12.2.Engaged people (consumers) will continue to drive products and research -- 12.3.Play and games will enhance respondent participation -- 12.4.Hybrid data and patterns --
Contents note continued: 12.5.Translational research -- References.