week 6- summary paper

Question 1

What are the four main stages of NPD

Answer 1

1- Opportunity identification 2- Development 3- Optimization 4- Launch

Question 2

What is the three sub-stages within the opportunity identification?

Answer 2

1- Understanding consumer needs methods 2-Creativity enhancement techniques 3- Screening techniques

Question 3

Can you place : focus group, free elicitation, laddering, category appraisal, empathic design and zaltman metaphor elicitation technique on the two dimension matrix created by Elen vanKleef ?

Answer 3

Question 4

Focus group is a ___ driven method

Answer 4

product

Question 5

Free elicitation is a ___ driven method

Answer 5

product

Question 6

Category appraisal is a ___ driven method

Answer 6

product driven

Question 7

Laddering is a ___ driven method

Answer 7

product

Question 8

Empathic design (consumer observations) is a ___ driven method

Answer 8

need

Question 9

ZMET is a ___ driven method

Answer 9

need

Question 10

What are the disadvantages of need driven consumer research methods ?

Answer 10

They can be really abstract and so will require extra steps to convert the needs into physical product designs.

Question 11

What is actionability ?

Answer 11

actionability refers to the ability of information to indicate specific actions to be taken in order to achieve the desired objective.

Question 12

what are the two dimensions proposed by Ellen vanKleff

Answer 12

1. Actionability (purpose)
2. Degree of newness

Question 13

What are the 4 trends in the market now

Answer 13

1. Health and wellness
2. Taste and variety
3. Convenience
4. Value for money

Question 14

Complete : Health is incorporated in products by :

Answer 14

1. Avoiding negative health consequences
2. Incorporating postive health consequences
3. Having products that are inherently healthy

Question 15

This list :

Extra vitamins and minerals (fortified)
Extra fibre

would be following the health trend by _____

Answer 15

incorporating positive health consequences

Question 16

Lays low fat are following the health trend by ___

Answer 16

avoiding negative health consequences

Question 17

What are the reasons for having NPD

Answer 17

Changing consumer needs
Competition
To take into account new scientific development
To address societal issues
For new legislations

Question 18

What are Focus groups ?

Answer 18

It is a group discussion technique in qualitative research to nderstand the motivation of consumers. It is a discussion guided by a moderator on some predetermined set of topics to know the opinion and views of the participants.

Question 19

What is category appraisal ?

Answer 19

It is a technique used to know how is the product perceived in comparision with the competitor’s product. It is also called compositional perceptual mapping. It is done for smalll incremental degree of newness of products and for technical purposes

Question 20

What is laddering ?

Answer 20

Laddering is a personal interviewing technique used to understand consumers’ knowledge structure regarding a particular product (category). A means-end chain is a knowledge structure that links a consumer’s knowledge about product attributes with their knowledge about consequences and values.

Question 21

What is empathic design ?

Answer 21

Also called consumer observation in which you observe the consumer using the product in his/her own environment. It is a qulitative consumer research done in order to know the motivation of consumers. It is need-driven method and usually done for high degree of newness of product and for marketing purpose.

Question 22

What is ZMET ?

Answer 22

It is a qualitative research method that is motivation based. It is in the hybrid of disguised and non-disguised in which you ask the particpants in advance to bring pictures of a specific topic and then you discuss this topic with them. It is is done for high degree of newness of product and for marketing purpose. It is a need-driven method

Question 23

What is free elicitation technique

Question 24

What are need-driven stimuli ?

Answer 24

Consumers’ needs and problems are cues to start off elicitation of needs

Question 25

What is the opportunity identification stage ?

Answer 25

Initial stage in NPD process where ideas for new products are generated and screened

Question 26

Brainstorming and templates are used in the ____ sub-stage of ____ stage

Answer 26

Creativity enhancement substage of the opportunity identification stage

Question 27

What is idea scoring method

Answer 27

it is a screening technique used in the opportunity identifications stage

Question 28

What is the planning tool that we saw

Answer 28

house of quality (QFD)

Question 29

For incemental food product, you should use a __ driven method

Answer 29

product

Question 30

for really new food product development, you should used ___ driven methods

Answer 30

needs

Question 31

On the left-hand side of the matrix by elen vanKleef, you can find ___ driven method

Answer 31

product

Question 32

On the right-hand side of the matrix by elen vanKleef, you can find ___ driven method

Answer 32

need

Question 33

What are the down-side and up-side of methods on the left of the mattrix ?

Answer 33

they will guess rhe consumer needs withing existing framework of what is already avaialble on the arker and so they are restricted Hence, the advantage of these methods lies in their capacity to capture current needs and desires and optimise existing products accordingly.

Question 34

what is the taste and variety trend ?

Answer 34

Trend based on new flavors, more sophisticated flavours like gourmet and more texture.