Market research in NPD and innovation

Question 1

What is innovation?

Answer 1

Trott, 2008

- Theoretical concept, technical development and commercial exploitation

Question 2

Why is innovation important?

Answer 2

• Need to be able to change and adapt because it’s the key to survival

Question 3

What is the basic NPD Process?

Answer 3

Crawford & DiBenedetto, 2008

1. Opportunity identification & selection
2. Concept generation
3. Concept/project evaluation
4. Development
5. Launch

Question 4

What are the roles of market research in NPD?

Answer 4

• Identifying new markets & products
• Predicting success patterns & obtaining customer reviews
• Identify barriers to success
• Improvements to existing products
• Developing new features
• Reducing risk for the organisation

Question 5

What are the different levels of customer involvement in the NPD process?

Answer 5

Kaulio, 1998

• Design for: Designed on behalf of the customers
• Design with: Utilizing customer data but still designed by business
• Design by: Customers take part by being actively included in the development and design of new product

Question 6

What is crowd sourcing?

Answer 6

obtaining (information or input into a particular task or project) by enlisting the services of a number of people, either paid or unpaid, typically via the Internet.

Question 7

What are lead users?

Answer 7

Lead users face needs that will be general in a marketplace – but face them months or years before the bulk of that marketplace encounters them

Question 8

Are customers aware of what they want?

Answer 8

Hamel, 1994

- Customers are notoriously lacking foresight and are unaware of what is technically possible