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Marketing Research Articles Related to New Product Research

Marketing Research Articles Related to New Product Research

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A framework for understanding ad effectiveness

Published
April 2009
Author
Isabelle Albanese
Abstract
The author outlines her 4Cs of Truth in Communications process to explain how it can help frame and inform ad research projects. Marketers can use the concepts of comprehension, connection, credibility and contagiousness to make sure their ads resonate with consumers.

A look at the power of the design, the formula and the brand in taste testing

Published
August 2008
Author
Neil Kalt
Abstract
Using cola taste tests as a framework, the author explores the role and power of brand names and the design of the research process on consumer reactions and perceptions.

A natural extension

Published
May 2002
Author
Joseph Rydholm, Quirk's Editor
Abstract
NewStar used brainstorming and game-playing, followed by consumer testing, packaging testing and focus groups, to expand its product line in the spinach market.

Add some strategy to your concept evaluation process

Published
April 2009
Author
Kevin Dona
Abstract
Assessing the prospects of a new product concept takes more than a cookie-cutter approach. Each concept requires its own set of strategies for how it will be presented to consumers in testing and a careful analysis of how the new idea fits corporate and brand objectives.

Adding ‘prosumers’ to your groups can provide a creative boost

Published
May 2009
Author
Steve Richardson
Abstract
Under the right circumstances, including - rather than excluding - marketing professionals normally screened out of focus groups can lead to breakthroughs. Examples from British Airways and WD-40 are cited to illustrate how this approach has helped develop new products and services.

Alternative qualitative approaches in new product research

Published
June 2003
Author
Larry A. Zaback
Abstract
So much has been written concerning the “actionable limitations” of focus groups that it’s not surprising to hear some researchers groaning for forthright guidance when exploring new products and concepts. This article addresses how a “fresh” look at new product exploration opens the door to a host of alternative research methodologies. The discussion includes an example of how continuous improvement in the workplace can be addressed using similar non-traditional qualitative research tools.

* An online community keeps beverage firm Cafédirect close to its customers

Published
January 2013
Author
Richard Young
Abstract
Cafédirect’s online community serves as a tangible expression of the coffee and tea maker’s core values and has also demonstrated a healthy ROI.

Be on the safe side

Published
June 2003
Authors
Robert Schumacher and Gavin Lew
Abstract
The FDA mandates good manufacturing practices that ensure proper medical device design. This article discusses medical device design research, advocating a user-centered approach to health care products and devices as good business.

Blazing a trail together

Published
January 2003
Author
Dean T. Barker
Abstract
Commercial research has evolved. So, too, has the study of human factors and ergonomics. While marketing research and usability engineering professionals often work in the same company on the same projects, they seldom do so together. This article discusses how marketing researchers and engineering professionals can start collaborating to blaze a trail together. Topics covered include commonalities of and distinctions between the two communities and reaching out and establishing a dialogue.

Blueprints to successful concept development

Published
February 2003
Authors
Camille Nicita and Christi Walters
Abstract
Successful product development requires a solid foundation. This first of two articles introduces the four cornerstones of successful concept development: consumer wants and needs, emotional connections, brand equity, and competitive landscape.

Blueprints to successful concept development

Published
March 2003
Authors
Camille Nicita and Christi Walters
Abstract
The second of a two-part series on successful concept development, this article explains the tactical process and specific qualitative and quantitative tools for evaluating and enhancing concepts that lead to products consumers will love.

Build to suit

Published
October 2000
Author
Tammy Humm Donelson
Abstract
Most companies concentrate their customer satisfaction research after the buying experience. This article discusses the importance of conducting customer satisfaction research before product development - even before product conception.

By the Numbers: Practices you can trust

Published
July 2004
Author
Lee Smith
Abstract
An overview of the use of online conjoint analysis and its capabilities.

By the Numbers: Sample quality: selecting one from many

Published
January 2009
Author
Stephen J. Hellebusch
Abstract
Using a real-life example of a line extension, the author shows the impact that sample quality can have on testing the viability of a new product concept. In this case, factors related to low incidence made the research results tell an incomplete story.

Challenging the status quo

Published
May 2008
Author
Sheri Forzley
Abstract
Qualitative research, because of its impressionistic and emotional characteristics, is often viewed as being in direct conflict with the more objective, measurable forms of quantitative research that are favored during the product development process. Yet qualitative methods are ideally suited to establishing the context in which consumers use a product and exploring the emotional connections that consumers have - or don't have - to a product. The author argues that both qualitative and quantitative methods have their place in the process and outlines how the two types can be used in concert for more effective product development.

Climbing up to drill down

Published
June 2002
Authors
Kalpana Biswas, Brenda K. Johnson and Diane Liewehr
Abstract
Chase used online laddering drills as part of its quantitative and qualitative research for a new financial product.

Community involvement

Published
July 2004
Author
Steve August
Abstract
Analysis of postings on blogs and other online sites pertaining to digital cameras let researchers study trends as they formed and showed how prospective buyers defined their searches for their ideal cameras.

Competitive strategy

Published
May 2002
Authors
Sean Lawson and Tim Glowa
Abstract
The theory of business strategy stems from the need of managers to be able to counter the effects of external market forces. Without the tools needed to support it, firms may fall back on crisis management in reaction to unforeseen market forces. This article discusses competitive strategy, including discrete choice modeling.

Concept development, Survivor-style

Published
August 2008
Author
Martha E. Guidry
Abstract
Drawing inspiration from the reality TV series Survivor, the author explains how the show's tagline can serve as a model for the concept development process.

Creativity is lurking inside your company: Do you know how to find it?

Published
February 1998
Author
Michelle Taufman
Abstract
Innovation isn't necessarily born from creative or marketing departments alone. A company's staff members may be just what the company needs for generating ideas. This article discusses internal idea generation, including tips for conducting a successful internal idea generation session.

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