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003 OCoLC
005 20171115104027.0
006 m o d
007 cr |n|---|||||
008 120220s2012 xx o 000 0 eng d
020 _a9781118229248
_q(electronic bk.)
020 _a111822924X
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020 _a9781118229255
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020 _a1118229258
_q(electronic bk.)
020 _a9781118229200
_q(electronic bk.)
020 _a1118229207
_q(electronic bk.)
020 _z9780813823973
_q(alk. paper)
020 _z0813823978
_q(alk. paper)
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035 _a(OCoLC)777375705
_z(OCoLC)784137069
_z(OCoLC)839335218
037 _a10.1002/9781118229248
_bWiley InterScience
_nhttp://www3.interscience.wiley.com
040 _aEBLCP
_beng
_epn
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049 _aMAIN
050 4 _aTS170
_b.P758 2012
072 7 _aBUS
_x043060
_2bisacsh
082 0 4 _a658.83
245 0 0 _aProduct innovation toolbox : a field guide to consumer understanding and research /
_cedited by Jacqueline Beckley, Maria Dulce Paredes, Kannapon Lopetcharat.
_h[electronic resource]
260 _aHoboken :
_bJohn Wiley & Sons,
_c2012.
300 _a1 online resource (418 pages)
336 _atext
_btxt
_2rdacontent
337 _acomputer
_bc
_2rdamedia
338 _aonline resource
_bcr
_2rdacarrier
505 0 _aProduct Innovation Toolbox: A Field Guide to Consumer Understanding and Research; Contents; Contributors; Acknowledgments; Introduction: From Pixel to Picture; Scoping the innovation landscape; How this book is organized; Part I; Part II; Part III; References; PART I STARTING THE JOURNEY AS A CONSUMER EXPLORER; 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 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; 2.1 You as a brand; 2.2 The roles of the Consumer Explorer2.3 Taking the lead; 2.4 Practical advice from seasoned Consumer Explorers; References; 3 Invention and Innovation; 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; 4.1 Factors influencing product innovation4.2 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; 5.1 What is an insight?; 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; PART II RESEARCH TOOLS OF THE CONSUMER EXPLORER6 Tools for Up-Front Research on Consumer Triggers and Barriers; 6.1 Understanding Consumer Languages; 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; 6.2.1 The power of immersive experience.
520 _aProduct 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.
588 0 _aPrint version record.
650 0 _aNew products.
650 0 _aConsumer behavior.
650 0 _aMarketing research.
650 4 _aConsumer behavior.
650 4 _aMarketing research.
650 4 _aNew products.
650 7 _aBUSINESS & ECONOMICS
_xMarketing
_xResearch.
_2bisacsh
650 7 _aConsumer behavior.
_2fast
_0(OCoLC)fst00876238
650 7 _aMarketing research.
_2fast
_0(OCoLC)fst01010284
650 7 _aNew products.
_2fast
_0(OCoLC)fst01036889
655 4 _aElectronic books.
700 1 _aBeckley, Jacqueline H.
700 1 _aParedes, Maria Dulce.
700 1 _aLopetcharat, Kannapon.
776 0 8 _iPrint version:
_aBeckley, Jacqueline H.
_tProduct Innovation Toolbox : A Field Guide to Consumer Understanding and Research.
_dHoboken : John Wiley & Sons, ©2012
_z9780813823973
856 4 0 _uhttp://onlinelibrary.wiley.com/book/10.1002/9781118229248
_zWiley Online Library
942 _2ddc
_cBK
999 _c205600
_d205600