Book description
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. 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
