Thursday, September 21, 2006
The most obvious manifestation of this is in New Product Development Research. I mean yes sure it is faster on-line with other benefits such as honesty, the ability to do complex designs and visual stimulus, quality of virtual prototypes and so on. What really interests me though is taking NPD research into a whole new area using the panel - a way that is engaging and founded upon engagement!
It is true that consumers don't know what they want. Remember the Walkman? Yes that bombed in research. However I don't accept that consumers are useless in the NPD process sitting there reacting only to what they are exposed to. What about applying a framework?
- what are the crises in the current way of doing things?
- what could be remarkable for this product or service?
- what is always true about this sector or category?
This is the first step framework to NPD research when using the panel. But then let's have ongoing engagement to learn, re-learn and develop prototypes. Recruit early adopters or creatives from the panel. Involve them in the process. Create walking ambassadors or yes the Fan Club. Now we go from static NPD research to dynamic and engaging NPD research.
Which process to you think will provide better and a greater quantity of ideas?
It is true that consumers don't know what they want. Remember the Walkman? Yes that bombed in research. However I don't accept that consumers are useless in the NPD process sitting there reacting only to what they are exposed to. What about applying a framework?
- what are the crises in the current way of doing things?
- what could be remarkable for this product or service?
- what is always true about this sector or category?
This is the first step framework to NPD research when using the panel. But then let's have ongoing engagement to learn, re-learn and develop prototypes. Recruit early adopters or creatives from the panel. Involve them in the process. Create walking ambassadors or yes the Fan Club. Now we go from static NPD research to dynamic and engaging NPD research.
Which process to you think will provide better and a greater quantity of ideas?
