Product Innovation Toolbox: A Field Guide to Consumer Understanding and Research - Rilegato

Rilegato

ISBN 10: 0813823978 ISBN 13: 9780813823973

Casa editrice: Blackwell Pub, 2012

Riassunto

Product 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.

Su questo libro

Informazioni sull?autore

Jacqueline H. Beckley, President, The Understanding & Insight Group LLC, Denville, New Jersey, USA

Dulce Paredes, Vice President, Consumer Insights and Market Research, Takasago International Corporation (USA), Rockleigh, New Jersey, USA

Kannapon Lopetcharat, NuvoCentric, Bangkok, Thailand

Dalla quarta di copertina

Consumer packaged goods companies are always challenged to introduce new product innovation that strongly resonates with consumers and that sets them apart from products currently in the market. Apple, Google, Facebook, P&G, Dyson and General Mills are successful companies that stand out from their rivals in the market place because they regularly reinvent their products and redefine their competition.

Product Innovation Toolbox: A Field Guide to Consumer Understanding and Research brings together a global team of key thought-leaders and seasoned consumer researchers from corporate R&D, academia and marketing research companies to share their knowledge, experiences, cutting edge consumer research tools and practical tips for successful and sustainable product innovation.
This is an essential resource for consumer researchers, product developers, technologists, marketers and executives who want to implement consumercentric innovation and are responsible for designing product-testing strategies, from up-front innovation through to support of new product development. The book describes and explains the steps that transform a consumer researcher to a Consumer Explorer who guides the project team to successful innovation and new product introductions. 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 confi dence and high efficiency yielding faster and better insights.

Dal risvolto di copertina interno

Consumer packaged goods companies are always challenged to introduce new product innovation that strongly resonates with consumers and that sets them apart from products currently in the market. Apple, Google, Facebook, P&G, Dyson and General Mills are successful companies that stand out from their rivals in the market place because they regularly reinvent their products and redefine their competition.
 
Product Innovation Toolbox: A Field Guide to Consumer Understanding and Research brings together a global team of key thought-leaders and seasoned consumer researchers from corporate R&D, academia and marketing research companies to share their knowledge, experiences, cutting edge consumer research tools and practical tips for successful and sustainable product innovation.
This is an essential resource for consumer researchers, product developers, technologists, marketers and executives who want to implement consumercentric innovation and are responsible for designing product-testing strategies, from up-front innovation through to support of new product development. The book describes and explains the steps that transform a consumer researcher to a Consumer Explorer who guides the project team to successful innovation and new product introductions. 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 confi dence and high efficiency yielding faster and better insights.

Dettagli dell'edizione

• Editore: Blackwell Pub
• Data di pubblicazione: 2012
• Lingua: Inglese
• ISBN 10: 0813823978
• ISBN 13: 9780813823973
• Rilegatura: Copertina rigida
• Numero di pagine: 392
• Redattore: Beckley Jacqueline, Paredes Dulce Ph.D., Lopetcharat Kannapon Ph.D.
• Contatto del produttore: non disponibile
• Persona responsabile: non disponibile