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- W2018924256 abstract "This paper presents the author's observations on the development of new products and new services, a suggested approach, and case history. The paper is simultaneously oriented to two audiences, foodservice and other business managers (those involved in the process of developing new products) and consumer researchers (those whose job it is to obtain data from and then insight about the customer). The primary assumption is that neither the customer nor the marketer really “know” what the new product/service should be, but “they will know it when they see it”. The secondary assumption is that by speeding up the development process to a week the developers maintain management focus, keep all the parties on the same track, and arrives at testable new propositions. The shortened development time enables the team to revisit the project on successive weeks using mini-experiments for development and fine tuning, thus increasing both the learning and the chance of success. The approach is designed to minimize the strain on corporate resources, as well as minimize the culture shock which inevitably ensues with new approaches.The proposed process requires five days, as follows:Day 1 - Identify unmet consumer needs, create bank of concept elements by ideationDay 2 - Test systematically varied concepts with consumers, create concept modelDay 3 - Create test concepts, expose to consumers in focus groups for fine tuningDay 4 - Quantitatively evaluate test concepts + competitors on multiple attributesDay 5 - Present management with summary, go/no go, or iterate to week #2Throughout the process there is the interplay of management, consumers, and creatives. The outcomes consist of consumer inputs to the design of the concepts, consumer reactions to test concepts emerging from the creative process, and a database of reactions to existing concepts for comparison and normative purposes, respectively." @default.
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- W2018924256 date "1997-03-01" @default.
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- W2018924256 title "CONCEPT DEVELOPMENT AND OPTIMIZATION FOR FOODSERVICE (2): ACCELERATING CONCEPT DEVELOPMENT AT THE FUZZY FRONT END BY COMBINING IDEATION AND CONSUMER EVALUATION" @default.
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- W2018924256 doi "https://doi.org/10.1111/j.1745-4506.1997.tb00318.x" @default.
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