CONSUMER RESEARCH ON DIFFERENT PRODUCT IDEAS

The earlier in the product development we can integrate the consumer views, the more cost-effective it is to reject the obvious failures from the innovation. Using appropriate methods to extract ideas that reflect consumers’ needs and desires will enable to guide the development process and help to set the common goals for the innovation processes. For idea generation, qualitative and indirect methods, such as in-depth interviews, observing consumer behaviour and focus groups, are often most suitable. Consumer research has to be able to translate consumer responses into product characteristics that product experts can work on.

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