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.
