Van Kleef et al. (2005): Consumer research in the early stages of new product development: a critical review of methods and techniques
18 important questions on Van Kleef et al. (2005): Consumer research in the early stages of new product development: a critical review of methods and techniques
In which 3 stages of NPD is consumer research most widely applied?
- Development stage
- Testing stage
- Launching stage
What is the research in the paper by Van Kleef et al. (2005) about?
In which stage is consumer research most important according to the authors and why?
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Result: On which aspect differ the methods primarily?
Which 4 stages of NPD (figure) are identified in the paper by Van Kleef et al. (2005)?
- Opportunity identification
- Development
- Optimization
- Launch
What are the 5 advantages of performing consumer research in the opportunity identification stage of the NPD process?
- Consumer research helps to raise the odds of success in market
- Important to understand how consumers perceive products, how their needs are shaped and influenced and how they make product choices based on them
- Helps to avoid working on a new product that has a low probability of success in first instance
- Guards against potential winning product concepts being overlooked
- Inexpensive compared to risk of product failure
Result: Can the methods be considered as direct substitutes or not? And why?
- The mothods are not direct substitutes.
- Appropriateness depends on purpose for which they are implemented and the innovation strategy which is pursued
Which 10 methods and techniques are evaluated?
- Empathic design
- Category appraisal
- Conjoint analysis
- Focus group
- Free elicitation
- Information acceleration (IA)
- Kelly repertory grid
- Laddering
- Lead user technique
- Zaltman metaphor technique (ZMET)
What is the difference between need-driven methods en product-driven methods?
- Need-driven methods: Participants are asked to reveal their internal needs, without being exposed to (pictures of) products
- Product-driven methods: Consumers are confronted with products as cues to start the identification of needs and wants
The authors developed a matrix with the dimensions ''newness of product of considered'' and ''actionability''. These are the recommended consumer research methods for opportunity identification. All the 10 methods are included. Explain the matrix.
- The methods on the left side are particularly appropriate for incremental new products.
- Consumers can generally give reliable judgements about new products that are relatively similar to familiar products
- Right side involved methods more appropriate for
radically new products and thinking outside the box.
- More difficult to evaluate, because consumers have no experience with the product, can lead to reduced validity.
Which two things should consumer research provide in the opportunity identification phase?
- Understanding what drives consumers’ decision making processes as foundation for the generation and screening of new product ideas
- Concrete input for technical development stage
What is the aim of consumer research methods in the early phases of the NPD process?
Up front homework is key success factor, yet often overlooked or underdeveloped.
Result: Which methods are recommended for actionability for marketing and for incremental new products (matrix)?
- Focus group
- Free elicitation
- Kelly repertory gr
d
- Laddering
Result: Which methods are recommended for actionability for marketing and for radical new products (matrix)?
- Empathic design
- Zaltman metaphor elicitation technique (ZMET)
Result: Which methods are recommended for actionability for technical product development and for incremental new products (matrix)?
- Category appraisal
- Conjoint analysis
Result: Which methods are recommended for actionability for technical product development and for radical new products (matrix)?
- Information acceleration
- Lead user technique
Result: Can the methods be considered as direct substitutes or not? And why?
- The mothods are not direct substitutes.
- Appropriateness depends on purpose for which they are implemented and the innovation strategy which is pursued
Result: Which methods are recommended for actionability for marketing and for incremental new products (matrix)?
- Focus group
- Free elicitation
- Kelly repertory gr
d
- Laddering
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