Details

Autor(en) / Beteiligte

• Paredes, Maria Dulce,
• Beckley, Jacqueline H.,
• Lopetcharat, Kannapon,

Titel

Product innovation toolbox : a field guide to consumer understanding and research

Auflage

Second edition

Ort / Verlag

Hoboken, New Jersey : John Wiley & Sons, Inc.,

Erscheinungsjahr

[2023]

Link zum Volltext

• Wiley Online Library - AutoHoldings Books

Beschreibungen/Notizen

• Includes bibliographical references and index.
• Cover -- Title Page -- Copyright Page -- Contents -- List of Contributors -- Acknowledgements -- Introduction: The View from Pixel to Picture -- Part I Prepare for Your Journey -- Chapter 1 Setting the Direction: First, Know Where You Are -- 1.1 Roles in the corporation - the dance of the knowledge worker -- 1.2 Insights leader - learning on the job vs. 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/customers -- 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/people) -- 1.12 Knowing your limits and inviting others in -- 1.13 The bottom line - what's it all about? -- Discussion questions -- References -- Chapter 2 The Consumer Explorer: Key to Delivering the Innovation Strategy -- 2.1 The rise of the Consumer Explorer -- 2.2 The roles of the Consumer Explorer -- 2.2.1 As a research agenda strategist -- 2.2.2 As a connector -- 2.3 Taking the lead -- 2.3.1 Understand the problem -- 2.3.2 Get the questions right -- 2.3.3 Designing the strategy (learning modules) to answer the questions -- 2.3.4 Assessing what you know and what you don't know -- 2.3.5 Establishing the hypothesis -- 2.3.6 Creating and executing the learning plan -- 2.3.7 Documentation and project dossier -- 2.4 Practical advice from seasoned explorers -- Discussion questions -- References -- Chapter 3 Invention and Innovation -- 3.1 Dual aptitudes needed for innovation -- 3.1.1 The steam engine: Watt and Boulton (cf. Scherer, 1984) -- 3.1.2 Nike: Bowerman and Knight (cf. Moore, 2006).
• 3.1.3 The US Navy: Scott and Sims (cf. Morison, 1966) -- 3.2 Benefits -- 3.3 The invention-innovation paradigm in science -- 3.4 The time scale of innovations -- 3.5 Final remarks -- Discussion questions -- References -- Note -- Chapter 4 Designing the Research Model -- 4.1 Factors influencing product innovation -- 4.1.1 Organizational factors -- 4.1.2 Execution factors -- 4.2 Setting up a successful product innovation program -- 4.2.1 What are the goals and roles of new product innovation? -- 4.2.2 What are the strategic boundaries and which directions do we want to pursue? -- 4.2.3 How do you want to attack and enter? -- 4.2.4 Do you know the priorities of innovation projects? -- 4.3 Current approach to NPD -- 4.4 Experimentation in practice -- 4.5 Iterative Experimentation Qualitative-Quantitative Research model -- Discussion questions -- References -- Chapter 5 What You Must Look For - Signs of High Potential Insights -- 5.1 What is insight? -- 5.2 Good insights have the following characteristics: -- 5.3 What is an "ownable" insight? -- 5.4 How to develop high potential insights -- 5.4.1 Behavior: the basis for all insights -- 5.4.2 Attitudes and needs: the explanation for behavior -- 5.4.3 Demographics and lifestyles: the personal connection -- 5.5 Making insights ownable -- 5.5.1 Routine and regular habits while consumers are using products -- 5.5.2 Mistakes they make -- 5.5.3 Consumers combine products -- 5.5.4 Home remedies -- 5.5.5 Consumers alter packages or use packages the way we do not expect -- 5.5.6 How and where consumers store products -- 5.5.7 When consumers look for advice or help -- 5.5.8 Unachievable goals -- 5.5.9 Changes in moods and emotions -- 5.5.10 Wow! and Aha! moments are special cases to spot emotional cues -- 5.6 Summary -- Discussion questions -- References -- Part II Gear Up for Your Journey.
• Chapter 6 Tools for Upfront Research on Consumer Triggers and Barriers: Qualitative Tools -- 6.1 Understanding Consumer Language -- 6.1.1 Consumers do not understand technical product language, 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 (ZMET) -- 6.1.4 Laddering interview -- 6.1.5 Kelly's Repertory Grid and Flash Profiling -- 6.1.6 Summary and future -- Discussion questions -- Note -- References -- 6.2 Qualitative Multivariate Analysis -- 6.2.1 Consumers do not know what they want, really. Really? -- 6.2.2 Introduction -- 6.2.3 Qualitative multivariate analysis in practice -- 6.2.4 Qualitative Multivariate Analysis in practice: deeper understanding of cottage cheese consumption -- 6.2.5 Consumer perceived values -- 6.2.6 Summary and future of Qualitative Multivariate Analysis -- Discussion questions -- References -- 6.3 The Gameboard "Model Building" -- 6.3.1 The problem - how to talk to consumers about new products that do not exist? -- 6.3.2 A new method: Gameboard strategy "Model Building" -- 6.3.3 Construction: creative process model -- 6.3.4 Interview guide for model construction methodology -- 6.3.5 Ensuring reliability of the outcomes -- 6.3.6 Analysis of the outcomes from Gameboard "Model Building" -- 6.3.7 Analysis overview -- 6.3.8 Consumer-centered products and Gameboard "Model Building" -- 6.3.9 Limitations -- 6.3.10 Quantitative Gameboard -- 6.3.11 Theoretical background of model construction methodology -- 6.3.12 Summary and future -- Discussion questions -- References -- Chapter 7 Tools for Upfront Research on Consumer Triggers and Barriers: Qualitative-Quantitative Tools -- 7.1 Creative Blogging -- 7.1.1 Introduction -- 7.1.2 The rise of blogging platforms enables new mode of data collection -- 7.1.3 Creative Blogging.
• 7.1.4 Creative Blogging in practice: a case example in Thailand -- 7.1.5 Choosing the platform: Close- or Open-platform -- 7.1.6 Read between the lines: dialogue with consumers -- 7.1.7 Future of Creative Blogging -- Discussion questions -- 7.2 CATA as a Decision-Making Tool -- 7.2.1 Introduction -- 7.2.2 Check All That Apply (CATA) task in practice -- 7.2.3 Selecting benefit propositions for a new product: a case study of a cleansing product using CATA -- 7.2.4 Summary and future of CATA in product research -- Discussion questions -- Notes -- References -- Chapter 8 Tools for Up-Front Research on Understanding Consumer Values -- 8.1 KANO Consumer Product Satisfaction Model -- 8.1.1 What consumer satisfaction can do to your business -- 8.1.2 Philosophy behind KANO's consumer satisfaction model -- 8.1.3 KANO survey step by step -- 8.1.4 Case Study: Lipstick KANO survey -- 8.1.5 Comparison with degree of importance surveys -- 8.1.6 Future of KANO satisfaction survey -- Discussion Questions -- References -- 8.2 Systematics of Communication: Conjoint Measurement, Emotions, Cognitive Economics, and Consumer Mind-sets -- 8.2.1 The issue -- 8.2.2 Consumer research: experimentation vs. testing -- 8.2.3 Conjoint analysis (aka conjoint measurement) -- 8.2.4 Doing the basic conjoint analysis experiment -- 8.2.5 The raw material of CA -- 8.2.6 Experimental design -- 8.2.7 Building models -- 8.2.8 Presenting the result - numbers, text, data, talk, move to steps -- 8.2.9 Using the results - what do the numbers tell us? -- 8.2.10 Beyond individual groups to segments - finding mind-sets using conjoint analysis -- 8.2.11 Scenario analysis - discovering synergisms and suppressions (interactions) among elements in a conjoint analysis study -- 8.2.12 Dealing with prices -- 8.2.13 Linking elements to emotions -- 8.2.14 Measuring response time.
• 8.2.15 Discovering the "new" through conjoint analysis - creating an innovation machine -- 8.2.16 Mind Genomics™: a new "science of the mind" based upon conjoint analysis -- 8.2.17 The personal viewpoint identifier (PVI) -- 8.2.18 Four considerations dictating the future use of conjoint analysis -- 8.2.19 Conclusion -- Discussion Questions -- References -- Chapter 9 New Tools Beyond Conventional Qualitative and Quantitative Meanings -- 9.1 Emotions, Moods, and Emotives -- 9.1.1 Introduction -- 9.1.2 Understanding differences between affect, attitude, mood, emotion and emotive -- 9.1.3 Review of emotion theories -- 9.1.4 Popular methodologies for the measurement of emotions -- 9.1.5 Impact of social media on emotion research -- 9.1.6 Conclusion and recommendations -- Discussion Questions -- References -- 9.2 Applied Consumer Neuroscience and Behavioral Approaches for Innovation, Product Development, and Communications -- 9.2.1 A behavioral approach: behavioral and consumer neuroscience science -- 9.2.2 Applying novel methods to innovation: choosing the right tool -- 9.2.3 Case studies using behavioral science and applied consumer neuroscience -- 9.2.4 Conclusions: conceptual framework for behavior-led Innovation -- 9.2.5 Future of neuroscience -- Discussion Questions -- References -- 9.3 Review of Applications of VR Tools, New Opportunities, and Limitations -- 9.3.1 Importance of context in consumer product research -- 9.3.2 Means of creating context -- 9.3.3 How to create a study using VR/AR tools -- 9.3.4 Looking ahead: what are the current technology limitations and what might be coming up next -- 9.3.5 Summary -- Discussion Questions -- References -- Post Scriptum -- Chapter 10 Tools to Refine and Screen Product Ideas in New Product Development -- 10.1 Contemporary Product Research Tools -- 10.1.1 Introduction -- 10.1.2 What is a concept?.
• 10.1.3 Elements of a concept.
• Description based on print version record.