LEADER 05530nam 2200721Ia 450 001 9910141335703321 005 20230802055456.0 010 $a1-280-58791-1 010 $a9786613617743 010 $a1-118-22920-7 010 $a1-118-22924-X 010 $a1-118-22925-8 035 $a(CKB)2670000000154957 035 $a(EBL)861624 035 $a(SSID)ssj0000612637 035 $a(PQKBManifestationID)11381508 035 $a(PQKBTitleCode)TC0000612637 035 $a(PQKBWorkID)10572249 035 $a(PQKB)10311011 035 $a(MiAaPQ)EBC861624 035 $a(Au-PeEL)EBL861624 035 $a(CaPaEBR)ebr10538719 035 $a(CaONFJC)MIL361774 035 $a(OCoLC)777375705 035 $a(EXLCZ)992670000000154957 100 $a20111012d2012 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 00$aProduct innovation toolbox$b[electronic resource] $ea field guide to consumer understanding and research /$fedited by Jacqueline Beckley, Dulce Paredes, Kannapon Lopetcharat 210 1$aHoboken, NJ :$cWiley-Blackwell,$d2012. 215 $a1 online resource (418 p.) 225 1 $aTHEi Wiley ebooks 300 $aDescription based upon print version of record. 311 $a0-8138-2397-8 320 $aIncludes bibliographical references and index. 327 $aProduct Innovation Toolbox: A Field Guide to Consumer Understanding and Research; Contents; Contributors; Acknowledgments; Introduction: From Pixel to Picture; Scoping the innovation landscape; How this book is organized; Part I; Part II; Part III; References; PART I STARTING THE JOURNEY AS A CONSUMER EXPLORER; 1 Setting the Direction: First, Know Where You Are; 1.1 Roles in the corporation - the dance of the knowledge worker; 1.2 Insights leader - learning on the job versus learning in school; 1.3 Being the authentic you; 1.4 What should you read? 327 $a1.5 What else do you need to do to prepare to be an insight leader?1.6 Dealing with management and your clients; 1.7 Guidelines to success; 1.8 Reporting results; 1.9 Do not "winstonize"; 1.10 Making it public - helpful hints to grow from student to professional; 1.11 The two types of professionals in the world of evaluating products (and studying consumers); 1.12 Knowing your limits and inviting others in; 1.13 The bottom line - what's it all about?; References; 2 The Consumer Explorer: The Key to Delivering the Innovation Strategy; 2.1 You as a brand 327 $a2.2 The roles of the Consumer Explorer2.3 Taking the lead; 2.4 Practical advice from seasoned Consumer Explorers; References; 3 Invention and Innovation; 3.1 Invention and innovation; 3.2 The steam engine: Watt and Boulton; 3.3 Nike: Bowerman and Knight; 3.4 The US Navy: Scott and Sims; 3.5 Consumer-perceived benefits: Coffee, beer and cigarettes; 3.6 Extensibility: Is there a limit to it?; 3.7 Innovation in scaling intensities and emotions; 3.8 Scaling intensities; 3.9 Scaling emotions (hedonics); 3.10 Final remarks; References; 4 Designing the Research Model 327 $a4.1 Factors influencing product innovation4.2 Setting up a successful product innovation program; 4.3 Current approach to new product development; 4.4 Iterative qualitative-quantitative research model; References; 5 What You Must Look For: Finding High Potential Insights; 5.1 What is an insight?; 5.2 What is an "ownable" insight?; 5.3 How to develop high potential insights; 5.4 Behavior: The basis for all insights; 5.5 Attitudes and needs: The explanation for behavior; 5.6 Demographics and lifestyles: The personal connection; 5.7 Making insights ownable; 5.8 Summary; References 327 $aPART II RESEARCH TOOLS OF THE CONSUMER EXPLORER6 Tools for Up-Front Research on Consumer Triggers and Barriers; 6.1 Understanding Consumer Languages; 6.1.1 Consumers do not understand these technical words, so what should we say about our new products?; 6.1.2 How to select a method; 6.1.3 Free elicitation and Zaltman metaphor elicitation technique; 6.1.4 Laddering interview; 6.1.5 Potential problems when applying laddering interview in practice; 6.1.6 Kelly's repertory grid and flash profiling; 6.1.7 Summary and future; References; 6.2 Insights Through Immersion 327 $a6.2.1 The power of immersive experience 330 $aProduct Innovation Toolbox: A Field Guide to Consumer Understanding and Research brings together key thought-leaders and seasoned consumer researchers from corporate R&D, academia and marketing research companies to share their experiences, cutting edge consumer research tools and practical tips for successful and sustainable product innovation. This is an essential resource for product developers, marketers and technologists who want to implement consumer-centric innovation and are responsible for designing product-testing strategies from upfront innovation to support new product devel 410 0$aTHEi Wiley ebooks. 606 $aNew products 606 $aConsumer behavior 606 $aMarketing research 615 0$aNew products. 615 0$aConsumer behavior. 615 0$aMarketing research. 676 $a658.8/3 701 $aBeckley$b Jacqueline H$0305877 701 $aParedes$b Maria Dulce$0958101 701 $aLopetcharat$b Kannapon$0958102 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910141335703321 996 $aProduct innovation toolbox$92170581 997 $aUNINA