Business/Product Development

We've grouped together all the information our site contains on business and product development research to help you quickly and easily find related articles, suppliers, events, jobs, associations, glossary definitions and more.

Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

Challenging the status quo: Qualitative research, because of its impressionistic and emotional characteristics, is often viewed as being in direct conflict with the more objective, measurable forms of quantitative research that are favored during the product development process. Yet qualitative methods are ideally suited to establishing the context in which consumers use a product and exploring the emotional connections that consumers have - or don't have - to a product. The author argues that both qualitative and quantitative methods have their place in the process and outlines how the two types can be used in concert for more effective product development.
Guidelines for success: Twelve steps in the development of product names, brand concepts and ad copy are explored, from testing a control to tolerating respondents who nit-pick.
It sells the product by itself: There are many considerations when choosing a product or service name, everything from how a name will translate internationally to associations the name may conjure in the minds of consumers. A comprehensive approach is required, and the author explores each of the steps required.
What’s in a name? Plenty.: The authors argue for a formalized name-generation process, rather than a seat-of-the-pants approach, and make the case that consumer involvement in the process, via marketing research, will greatly improve the chances of developing a great name.
Getting to know all about you: Based on a wide ranging study of online respondents, the authors detail the roles that the Internet plays in guiding purchase decisions, spreading word of mouth and exposing consumers to new brands. Several product categories are looked at, including travel, financial services and entertainment.

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There are 75 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Retaining heat: Copper Mountain conducted one-on-one interviews with skiers on a chairlift ride to solicit impressions of service areas, to find out about skiing preferences, and to determine awareness of advertising. To delve deeper into perceptions of Copper Mountain and other ski areas and test a potential marketing campaign, it also held focus groups with a number of skiers who had taken the lift survey.
Using virtual reality-based conjoint to capture the voice of the customer: When demand for a new product is highly uncertain and prototypes are expensive to develop, a research approach where potential customers evaluate hypothetical products can be extremely useful. This article describes use of TradeOff VRTM, which combines conjoint analysis and virtual reality to obtain customer feedback regarding the product design and planning process for a new Volvo truck.
Blazing a trail together: Commercial research has evolved. So, too, has the study of human factors and ergonomics. While marketing research and usability engineering professionals often work in the same company on the same projects, they seldom do so together. This article discusses how marketing researchers and engineering professionals can start collaborating to blaze a trail together. Topics covered include commonalities of and distinctions between the two communities and reaching out and establishing a dialogue.
Metaphorically speaking: Consumer creativity is important when determining the positioning of a new product, but getting focus group participants to be creative isn’t easy. This article discusses how to use metaphors in focus groups to help tap consumer creativity.
Creating loyalty on the Web: Brands have grown in importance over the decades. This article discusses brands and branding, including defining brand equity, measuring e-brand equity, and an example.

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Related Glossary Terms

New product research: Marketing research focused on evaluating product design, package design, product usage, and consumer acceptance of new products.

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Related Associations

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Related Events

CONFIRMIT CONVERGENCE CONFERENCE: May 21-23, 2008; Confirmit will hold its first conference centered on convergence on May 21-23 at the Tower Hotel in London. For more information visit www.confirmit-community.com.
AMA MARKETING RESEARCH BOOT CAMP: May 22-23, 2008; The American Marketing Association will hold its Marketing Research Boot Camp on May 22-23 at the Embassy Suites in Chicago. For more information visit www.marketingpower.com.

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