Abstract
Original language | English |
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Place of Publication | Espoo |
Publisher | VTT Technical Research Centre of Finland |
Number of pages | 51 |
ISBN (Electronic) | 978-951-38-7526-8 |
Publication status | Published - 2011 |
MoE publication type | Not Eligible |
Publication series
Series | VTT Working Papers |
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Number | 184 |
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Keywords
- NPD
- technology push
- consumer orientation
- end user-orientation
- methodology to increase consumer orientatio
- food products
Cite this
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Integrating Consumer Understanding into New Product Development : Practical Approach for Integrating Consumer Understanding into Technology Push-originated NPD Processes. / Tiilikainen, Aimo.
Espoo : VTT Technical Research Centre of Finland, 2011. 51 p. (VTT Working Papers; No. 184).Research output: Book/Report › Report
TY - BOOK
T1 - Integrating Consumer Understanding into New Product Development
T2 - Practical Approach for Integrating Consumer Understanding into Technology Push-originated NPD Processes
AU - Tiilikainen, Aimo
PY - 2011
Y1 - 2011
N2 - In this paper, we wish to contribute to technology push -originated NPD process development by introducing an approach to increase consumer orientation in practice in NPD processes. We propose a five-step approach for this purpose. The NPD stage-specific steps in our approach are as follows: 1. cross-functional workshops in early NPD phases to generate end user-oriented product ideas from technological opportunities, 2. cross-functional workshops to develop end user-oriented product concepts from product ideas, 3. qualitative end user studies to develop more consumer-oriented cross-functional product concepts, 4. specific phase for food products: development of the sensory parameters of product prototypes in order to better meet the criteria of consumers, and 5. semi-quantitative consumer studies to validate consumers' positive buying intentions and evaluations of the subjective quality and price perceptions of the developed prototypes. We made the decision to use a comparative methodology in the quantitative consumer studies; the reference product is from the same product category as the one in which the prototype is intended to be launched. Currently, new products fail more often than they succeed on the market, especially in the case of groceries; our reasoning is that this problem is due to the overly limited understanding of end users in the NPD process. In aiming to increase this orientation, one should be ready to invest in this issue as to technology or economics and take action to understand end users earlier in the process, allocating a greater budget and know-how to this effort with a view to achieving deeper understanding.
AB - In this paper, we wish to contribute to technology push -originated NPD process development by introducing an approach to increase consumer orientation in practice in NPD processes. We propose a five-step approach for this purpose. The NPD stage-specific steps in our approach are as follows: 1. cross-functional workshops in early NPD phases to generate end user-oriented product ideas from technological opportunities, 2. cross-functional workshops to develop end user-oriented product concepts from product ideas, 3. qualitative end user studies to develop more consumer-oriented cross-functional product concepts, 4. specific phase for food products: development of the sensory parameters of product prototypes in order to better meet the criteria of consumers, and 5. semi-quantitative consumer studies to validate consumers' positive buying intentions and evaluations of the subjective quality and price perceptions of the developed prototypes. We made the decision to use a comparative methodology in the quantitative consumer studies; the reference product is from the same product category as the one in which the prototype is intended to be launched. Currently, new products fail more often than they succeed on the market, especially in the case of groceries; our reasoning is that this problem is due to the overly limited understanding of end users in the NPD process. In aiming to increase this orientation, one should be ready to invest in this issue as to technology or economics and take action to understand end users earlier in the process, allocating a greater budget and know-how to this effort with a view to achieving deeper understanding.
KW - NPD
KW - technology push
KW - consumer orientation
KW - end user-orientation
KW - methodology to increase consumer orientatio
KW - food products
M3 - Report
T3 - VTT Working Papers
BT - Integrating Consumer Understanding into New Product Development
PB - VTT Technical Research Centre of Finland
CY - Espoo
ER -