Product Innovation Toolbox: A Field Guide to Consumer Understanding and Research

Product Innovation Toolbox: A Field Guide to Consumer Understanding and Research

Editor(s): Jacqueline Beckley, Dulce Paredes, Kannapon Lopetcharats

Published Online: 27 FEB 2012 09:17AM EST

Print ISBN: 9780813823973

Online ISBN: 9781118229248

DOI: 10.1002/9781118229248

About this Book

Product Innovation Toolbox: A Field Guide to Consumer Understanding and Research brings together key thought-leaders and seasoned consumer researchers from corporate R&D, academia and marketing research companies to share their experiences, cutting edge consumer research tools and practical tips for successful and sustainable product innovation. This is an essential resource for product developers, marketers and technologists who want to implement consumer-centric innovation and are responsible for designing product-testing strategies from upfront innovation to support new product development. The scope of the book by chapter shows the steps that transform a consumer researcher to a Consumer Explorer that guides the project team to successful innovation and new product introductions. Product Innovation Toolbox is designed to appeal to broad audiences from consumer researchers, product developers, marketers and executives. With an emphasis on consumer understanding and examples that range from cheese to lipstick and printers to energy beverages, Product Innovation Toolbox offers guidelines and best practices for strategizing, planning and executing studies with confidence and high efficiency yielding faster and better insights.

Table of contents

    1. You have free access to this content
  1. Part I: Starting the Journey as a Consumer Explorer

    1. Chapter 4

      Designing the Research Model (pages 43–51)

      Kannapon Lopetcharat, Dulce Paredes and Jennifer Hanson

  2. Part II: Research Tools of the Consumer Explorer

  3. Part III: Words of the Wise

    1. Chapter 12

      Future Trends and Directions (pages 373–379)

      Jacqueline Beckley, Dulce Paredes and Kannapon Lopetcharat

    1. You have free access to this content

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