Business/Product Development

We've grouped together all the information our site contains on business and product development research to help you quickly and easily find related articles, suppliers, events, jobs, associations, glossary definitions and more.

Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

Challenging the status quo: 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.
Guidelines for success: Twelve steps in the development of product names, brand concepts and ad copy are explored, from testing a control to tolerating respondents who nit-pick.
It sells the product by itself: There are many considerations when choosing a product or service name, everything from how a name will translate internationally to associations the name may conjure in the minds of consumers. A comprehensive approach is required, and the author explores each of the steps required.
What’s in a name? Plenty.: The authors argue for a formalized name-generation process, rather than a seat-of-the-pants approach, and make the case that consumer involvement in the process, via marketing research, will greatly improve the chances of developing a great name.
Getting to know all about you: Based on a wide ranging study of online respondents, the authors detail the roles that the Internet plays in guiding purchase decisions, spreading word of mouth and exposing consumers to new brands. Several product categories are looked at, including travel, financial services and entertainment.

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There are 72 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Hearing the customer's voice: Success or failure of a new product depends on the creation of differentiation in the marketplace. The purpose of this article is to introduce several qualitative techniques for gaining a comprehensive, customer-driven focus for product and concept development. The four areas explained are: 1) gathering the “voice of the customer,” 2) identifying purchase triggers/need states, 3) understanding emotional constructs or core emotional values, and 4) determining brand image.
Wendy's research serves up The Big Classic: For the Wendy's fast-food chain to compete with McDonalds or Burger King, executives realized that some serious market research was needed. After analyzing taste tests in six different cities, The Big Classic burger was born.
Managing the minefields of global product development: Most people who are active in international markets are familiar with the challenges associated with developing truly global products. This article discusses the need for international market research and the intricacies involved in conducting it well.
Creating loyalty on the Web: Brands have grown in importance over the decades. This article discusses brands and branding, including defining brand equity, measuring e-brand equity, and an example.
Short attention span theater: New product launches have a failure rate of greater than 90 percent, even when qualitative testing shows success. This article discusses what goes wrong with a bell-ringing new product concept in the transition from qualitative to quantitative assessment that befouls its communication to the target consumer. The article also outlines steps to take to get around new product roadblocks.

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Related Glossary Terms

New product research: Marketing research focused on evaluating product design, package design, product usage, and consumer acceptance of new products.

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Related Associations

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Related Events

CONFIRMIT CONVERGENCE CONFERENCE: May 21-23, 2008; Confirmit will hold its first conference centered on convergence on May 21-23 at the Tower Hotel in London. For more information visit www.confirmit-community.com.
AMA MARKETING RESEARCH BOOT CAMP: May 22-23, 2008; The American Marketing Association will hold its Marketing Research Boot Camp on May 22-23 at the Embassy Suites in Chicago. For more information visit www.marketingpower.com.

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