Table of Contents
Contributors xiv
Acknowledgments xvi
Introduction: From Pixel to Picture xvii
Jacqueline Beckley, Dulce Paredes and Kannapon Lopetcharat
Scoping the innovation landscape xix
How this book is organized xix
Part I xx
Part II xxi
Part III xxiii
References xxiv
PART I STARTING THE JOURNEY AS A CONSUMER EXPLORER 1
1 Setting the Direction: First, Know Where You Are 4
Howard Moskowitz and Jacqueline Beckley
1.1 Roles in the corporation – the dance of the knowledge worker 4
1.2 Insights leader – learning on the job versus learning in school 6
1.3 Being the authentic you 7
1.4 What should you read? 8
1.5 What else do you need to do to prepare to be an insight leader? 9
1.6 Dealing with management and your clients 9
1.7 Guidelines to success 10
1.8 Reporting results 11
1.9 Do not "winstonize" 11
1.10 Making it public – helpful hints to grow from student to professional 13
1.11 The two types of professionals in the world of evaluating products (and studying consumers) 14
1.12 Knowing your limits and inviting others in 15
1.13 The bottom line – what's it all about? 16
References 17
2 The Consumer Explorer: The Key to Delivering the Innovation Strategy 20
Dulce Paredes and Kannapon Lopetcharat
2.1 You as a brand 20
2.2 The roles of the Consumer Explorer 21
2.3 Taking the lead 25
2.4 Practical advice from seasoned Consumer Explorers 29
References 30
3 Invention and Innovation 32
Daniel Ennis
3.1 Invention and innovation 32
3.2 The steam engine: Watt and Boulton 32
3.3 Nike: Bowerman and Knight 33
3.4 The US Navy: Scott and Sims 34
3.5 Consumer-perceived benefits: Coffee, beer and cigarettes 35
3.6 Extensibility: Is there a limit to it? 36
3.7 Innovation in scaling intensities and emotions 36
3.8 Scaling intensities 37
3.9 Scaling emotions (hedonics) 38
3.10 Final remarks 40
References 40
4 Designing the Research Model 44
Kannapon Lopetcharat, Dulce Paredes and Jennifer Hanson
4.1 Factors influencing product innovation 44
4.2 Setting up a successful product innovation program 46
4.3 Current approach to new product development 47
4.4 Iterative qualitative-quantitative research model 48
References 51
5 What You Must Look For: Finding High Potential Insights 54
Kannapon Lopetcharat, Jennifer Hanson and Dulce Paredes
5.1 What is an insight? 54
5.2 What is an "ownable" insight? 55
5.3 How to develop high potential insights 56
5.4 Behavior: The basis for all insights 57
5.5 Attitudes and needs: The explanation for behavior 57
5.6 Demographics and lifestyles: The personal connection 57
5.7 Making insights ownable 58
5.8 Summary 63
References 63
PART II RESEARCH TOOLS OF THE CONSUMER EXPLORER 65
6 Tools for Up-Front Research on Consumer Triggers and Barriers 68
6.1 Understanding Consumer Languages 68
Kannapon Lopetcharat
6.1.1 Consumers do not understand these technical words, so what should we say about our new products? 68
6.1.2 How to select a method 69
6.1.3 Free elicitation and Zaltman metaphor elicitation technique 71
6.1.4 Laddering interview 72
6.1.5 Potential problems when applying laddering interview in practice 78
6.1.6 Kelly's repertory grid and flash profiling 81
6.1.7 Summary and future 88
References 88
6.2 Insights Through Immersion 91
Donna Sturgess
6.2.1 The power of immersive experience 91
6.2.2 Immerse yourself 92
6.2.3 Conductive thinking 93
6.2.4 Getting started 94
6.2.5 Plunging into illumination 95
6.2.6 Taking action 98
6.2.7 Summary and future 99
References 99
6.3 Qualitative Multivariate Analysis 100
Kannapon Lopetcharat and Jacqueline Beckley
6.3.1 Consumers do not know what they want, really. Really? 100
6.3.2 Introduction 101
6.3.3 Qualitative Multivariate Analysis in practice 102
6.3.4 Qualitative Multivariate Analysis in practice: Deeper understanding of cottage cheese consumption 115
6.3.5 Consumer perceived values 118
6.3.6 Summary and future of Qualitative Multivariate Analysis 120
References 120
6.4 The Gameboard "Model Building" 122
Cornelia Ramsey
6.4.1 The problem – how to talk to consumers about new products that do not exist 122
6.4.2 A new method: Gameboard strategy "Model Building" 123
6.4.3 Construction: Creative process model 123
6.4.4 Interview guide for model construction methodology 127
6.4.5 Ensuring reliability of the outcomes 128
6.4.6 Analysis of the outcomes from Gameboard "Model Building" 129
6.4.7 Analysis overview 130
6.4.8 Consumer-centered products and Gameboard "Model Building" 131
6.4.9 Limitations 132
6.4.10 Theoretical background of model construction methodology 132
6.4.11 Summary and future 134
References 134
6.5 Quantitative Anthropology 136
Jennifer Hanson
6.5.1 Anthropology: A brief introduction 136
6.5.2 The rise of ethnography in marketing 137
6.5.3 The elephant in the room 139
6.5.4 Quantitative Anthropology (QA) 140
6.5.5 Quantitative anthropology in practice 141
6.5.6 Under the hood 143
6.5.7 Applications of quantitative anthropology 145
6.5.8 Future potential 147
References 148
6.6 Emotion Research as Input for Product Design 149
Pieter Desmet and Hendrik Schifferstein
6.6.1 Putting emotion at the center: emotion-driven design 149
6.6.2 New product development and design 150
6.6.3 Emotional responses to consumer products 152
6.6.4 Methods for emotion research in new product development 154
6.6.5 Emotion research in new product development 159
6.6.6 Summary and future of emotional research 171
References 173
7 Tools for Up-Front Research on Understanding Consumer Values 178
7.1 Kano Satisfaction Model 178
Alina Stelick, Kannapon Lopetcharat and Dulce Paredes
7.1.1 Understanding the fundamental of consumer satisfaction – Kano satisfaction survey 178
7.1.2 Kano satisfaction survey step by step 179
7.1.3 Comparison with degree of importance surveys 186
7.1.4 Philosophy behind the Kano satisfaction model 188
7.1.5 Summary and future 190
References 190
7.2 Conjoint Analysis Plus (Cross Category, Emotions, Pricing and Beyond) 192
Daniel Moskowitz and Howard Moskowitz
7.2.1 Consumer research: Experimentation vs. testing 192
7.2.2 Conjoint analysis (aka conjoint measurement) 193
7.2.3 Doing the basic conjoint analysis experiment 193
7.2.4 The raw material of CA 199
7.2.5 Experimental design 201
7.2.6 Building models 201
7.2.7 Presenting the result – numbers, text, data, talk, move to steps 203
7.2.8 Using the results – what do the numbers tell us? 206
7.2.9 Beyond individual groups to segments 207
7.2.10 New analytic advances in conjoint analysis 207
7.2.11 "Next generation" thinking in conjoint analysis 213
7.2.12 Discovering the "new" through conjoint analysis – creating an innovation machine 215
7.2.13 Dealing with prices 216
7.2.14 Mind Genomics™: A new "science of the mind" based upon conjoint analysis 216
7.2.15 Four considerations dictating the future use of conjoint analysis 220
Acknowledgment 221
References 222
7.3 Benefit Hierarchy Analysis 224
Efim Shvartsburg
7.3.1 Benefit hierarchy analysis – a new way to identify what drives consumers' liking, purchase intent or preference 224
7.3.2 Hierarchy analysis vs. traditional approaches 225
7.3.3 Bounded rationality: the reason behind benefit hierarchy 226
7.3.4 How hierarchy analysis ranks the benefits and product attributes 229
7.3.5 Identify drivers of liking, purchase intent or preferences 234
7.3.6 Consumer segmentation using individual schemas 236
7.3.7 Summary and future 238
References 239
8 Tools to Refine and Screen Product Ideas in New Product Development 242
8.1 Contemporary Product Research Tools 242
Michele Foley
8.1.1 Introduction 242
8.1.2 What is a concept? 243
8.1.3 What is a concept test? 243
8.1.4 Considerations in conducting a concept test 244
8.1.5 Sampling: Who do you test with? 247
8.1.6 Contemporary measures 247
8.1.7 Conclusion: From winning idea to successful product 248
References 248
8.2 Insight Teams: An Arena For Discovery 249
Stacey Cox
8.2.1 Insight teams for discovery 249
8.2.2 Definition of an insight team 250
8.2.3 When to apply the skills of an insight team 251
8.2.4 Implementing insight teams for development 252
8.2.5 How to use the insight team 262
8.2.6 Case study of using the insight team 263
8.2.7 The future of insight teams 263
References 264
8.3 Consumer Advisory Boards: Incorporating Consumers Into Your Product Development Team 265
Leah Gruenig
8.3.1 Introduction 265
8.3.2 Conducting consumer advisory boards 266
8.3.3 Case study 274
8.3.4 Summary 275
References 275
8.4 Defining the Product Space and Rapid Product Navigation 276
Jenny Lewis, Ratapol Teratanavat and Melissa Jeltema
8.4.1 Listening to understand: Rapid product navigation 276
8.4.2 Recommended tools and "how to" implement 277
8.4.3 Case study 283
8.4.4 Theoretical background of the tools 286
8.4.5 Summary and future of the tools 289
References 290
8.5 Free-Choice in Context Preference Ranking: A New Approach for Portfolio Assessment 291
Ratapol Teratanavat, James Mwai and Melissa Jeltema
8.5.1 Want to offer more but how many is too many? 291
8.5.2 Current approaches on product line extension 292
8.5.3 Free-choice in context preference ranking 294
8.5.4 Theoretical backgrounds of free-choice in context preference ranking 300
8.5.5 Summary and future 301
References 301
9 Tools to Validate New Products for Launch 304
9.1 Extended Use Product Research for Predicting Market Success 304
Ratapol Teratanavat, Melissa Jeltema and Stephanie Plunkett
9.1.1 Balancing two important acts: Introducing new products and optimizing portfolio 304
9.1.2 Shortcomings of traditional approaches 306
9.1.3 An alternative: Extended use product research 307
9.1.4 Steps in conducting extended use product research 308
9.1.5 Understanding consumer segments 309
9.1.6 Assessment of sensory performance 309
9.1.7 Understanding how consumers make choice decisions 309
9.1.8 Using behavioral measures to help assess product viability 312
9.1.9 Among users, they were also segmented into situational users and regular users 313
9.1.10 Philosophy behind extended use product research 315
9.1.11 Summary and future 316
References 316
9.2 Product Concept Validation Tests 317
Jennifer Hanson
9.2.1 The final verdict: Concept product validation testing 317
9.2.2 Type of innovation 318
9.2.3 Target market 318
9.2.4 Competitive set 319
9.2.5 Sales forecast 320
9.2.6 Types of validation tests 320
9.2.7 Central location test 321
9.2.8 Home-use test 322
9.2.9 Test market: Small-scale, in-market launch 323
9.2.10 Metrics for success 324
PART III WORDS OF THE WISE 325
10 Putting It All Together: Building and Managing Consumer-Centric Innovation 328
Michael Murphy
10.1 Researchers becoming breakthrough facilitators: The stairway to heaven 329
10.2 Transformational team experiences 1: Where we observe comedians get naked 331
10.3 Transformational team experiences 2: Why everybody who works for me will someday be wearing women's underwear (or the "why we're always hiring" model) 332
10.4 Building stronger teams 1: Forming the group 333
10.5 Building stronger teams 2: Failure equals ownership (or the "you break it, you buy it" model) 335
10.6 Avoiding product feature dilution: The barrier to breaking through 336
10.7 Researchers becoming breakthrough facilitators: A reprise 337
10.8 Summary and future 338
11 Words of the Wise: The Roles of Experts, Statisticians and Strategic Research Partners 342
11.1 Above Averages: Use of Statistics, Design of Experiment and Product Innovation Applications 342
Frank Rossi
11.1.1 Brief history of experimental design 346
11.1.2 Summary and future 347
References 347
11.2 The Role of In-House Technical Experts 348
Veronica Symon
11.2.1 First, look inside for the answer; it may be closer than you think 348
11.2.2 In-house experts – magic touch to success 349
11.2.3 How to work with in-house experts – advice for sensory professionals 350
11.2.4 Some ideas to approach innovation projects 351
11.3 How to Leverage Research Partners (Local and International Testing) 353
Gigi Ryan, Jerry Stafford and Jim Rook
11.3.1 Holistic partnership 353
11.3.2 Benefits of a client–research agency partnership 354
11.3.3 Example of benefits through holistic partnership 356
11.3.4 Creating and maintaining a relationship 357
11.3.5 Getting the most out of the relationship 359
11.3.6 What to watch out for: Possible pitfalls 361
11.3.7 Partnering for international research 361
11.3.8 Summary and future 364
11.4 Best Practices in Global Testing and Multi-Cultural
Consumer Research 365
Alejandro Camacho
11.4.1 Introduction 365
11.4.2 Step 1: Company's internal stakeholders input 366
11.4.3 Step 2: Secondary research 366
11.4.4 Step 3: Country-based subsidiary or office branch 367
11.4.5 Step 4: Developing a multi-country product testing checklist 368
References 371
12 Future Trends and Directions 374
Jacqueline Beckley, Dulce Paredes and Kannapon Lopetcharat
12.1 Digital technology will continue to drive mobility, convenience and speed 374
12.2 Engaged people (consumers) will continue to drive products and research 375
12.3 Play and games will enhance respondent participation 376
12.4 Hybrid data and patterns 377
12.5 Translational research 378
References 378
Index 381
