Creating Breakthrough Products
Buch, Englisch, 261 Seiten, Format (B × H): 167 mm x 246 mm, Gewicht: 577 g
ISBN: 978-0-230-21976-2
Verlag: Palgrave MacMillan UK
Too many new products fail. New products which are hard to differentiate from existing products won't capture the customer's imagination. The failure is due to a poor understanding of customers' needs. Companies need to take a radical approach to identifying customers' real needs, and this book demonstrates innovative ways to achieve this.
Zielgruppe
Research
Autoren/Hrsg.
Weitere Infos & Material
PART I: WHY HIDDEN NEEDS APPROACHES ARE REQUIRED Introduction PART II: TRADITIONAL MARKET RESEARCH METHODS Surveys Focus Groups PART III: INNOVATIVE MARKET RESEARCH METHODS Ethnographic Market Research Ethnographic Market Research - Example Project Repertory Grid Projection, Lead Users and Other Methods Conjoint Analysis PART IV: DESIGNING BREAKTHROUGH PRODUCTS AND SERVICES Designing Breakthrough Products and Services Creating a Culture of Innovation Appendices