{"product_id":"product-innovation-toolbox-9781119712848","title":"Product Innovation Toolbox","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cb\u003ePRODUCT INNOVATION TOOLBOX\u003c\/b\u003e \u003cp\u003e\u003cb\u003eDiscover how to implement consumer-centric innovation to help create new product development in this latest edition\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eIn recent years, behavioral approaches, social media listening, and other new techniques and technologiesdigital techniques, augmented intelligence, machine learning, and advanced biometrics, among othershave been foregrounded in innovation research. A focus on the evolving fields of data science and neuroscience is a driving force for both researchers and the people they study. These digital and mobile technologies have enabled researchers to augment listening, observing and categorizing methods, and to adapt new techniques in attempting to better understand consumers. On the other hand, digitized mobile societies, spurred by faster and cheaper internet access, emphasize an interconnectedness that drastically alters human behaviors and creates borderless influences. Even so, the tenets and approaches to insightful deep learn\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003eContributors xiv\u003c\/p\u003e \u003cp\u003eAcknowledgements xvi\u003c\/p\u003e \u003cp\u003eIntroduction: The View from Pixel to Picture xvii\u003cbr\u003e\u003ci\u003eKannapon Lopetcharat, Dulce Paredes, and Jacqueline H. Beckley\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I Prepare For Your Journey 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1 Setting the Direction: First, Know Where You Are 4\u003cbr\u003e\u003c\/b\u003e\u003ci\u003eHoward Moskowitz and Jacqueline H. Beckley\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e1.1 Roles in the corporation – the dance of the knowledge worker 4\u003c\/p\u003e \u003cp\u003e1.2 Insights leader – learning on the job vs. learning in school 6\u003c\/p\u003e \u003cp\u003e1.3 Being the authentic you 8\u003c\/p\u003e \u003cp\u003e1.4 What should you read? 9\u003c\/p\u003e \u003cp\u003e1.5 What else do you need to do to prepare to be an insight leader? 9\u003c\/p\u003e \u003cp\u003e1.6 Dealing with management and your clients\/customers 10\u003c\/p\u003e \u003cp\u003e1.7 Guidelines to success 11\u003c\/p\u003e \u003cp\u003e1.8 Reporting results 12\u003c\/p\u003e \u003cp\u003e1.9 Do not “winstonize” 13\u003c\/p\u003e \u003cp\u003e1.10 Making it public – helpful hints to grow from student to professional 15\u003c\/p\u003e \u003cp\u003e1.11 The two types of professionals in the world of evaluating products (and studying consumers\/people) 16\u003c\/p\u003e \u003cp\u003e1.12 Knowing your limits and inviting others in 17\u003c\/p\u003e \u003cp\u003e1.13 The bottom line – what’s it all about? 18\u003c\/p\u003e \u003cp\u003eDiscussion questions 19\u003c\/p\u003e \u003cp\u003eReferences 19\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2 The Consumer Explorer: Key to Delivering the Innovation Strategy 22\u003cbr\u003e\u003c\/b\u003e\u003ci\u003eDulce Paredes and Kannapon Lopetcharat\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e2.1 The rise of the Consumer Explorer 22\u003c\/p\u003e \u003cp\u003e2.2 The roles of the Consumer Explorer 23\u003c\/p\u003e \u003cp\u003e2.3 Taking the lead 27\u003c\/p\u003e \u003cp\u003e2.4 Practical advice from seasoned explorers 32\u003c\/p\u003e \u003cp\u003eDiscussion questions 33\u003c\/p\u003e \u003cp\u003eReferences 33\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3 Invention and Innovation 36\u003cbr\u003e\u003c\/b\u003e\u003ci\u003eDaniel M. Ennis\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e3.1 Dual aptitudes needed for innovation 36\u003c\/p\u003e \u003cp\u003e3.2 Benefits 38\u003c\/p\u003e \u003cp\u003e3.3 The invention–innovation paradigm in science 39\u003c\/p\u003e \u003cp\u003e3.4 The time scale of innovations 41\u003c\/p\u003e \u003cp\u003e3.5 Final remarks 41\u003c\/p\u003e \u003cp\u003eDiscussion questions 42\u003c\/p\u003e \u003cp\u003eReferences 42\u003c\/p\u003e \u003cp\u003eNote 42\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4 Designing the Research Model 44\u003cbr\u003e\u003c\/b\u003e\u003ci\u003eKannapon Lopetcharat, Dulce Paredes, and Jacqueline H. Beckley\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e4.1 Factors influencing product innovation 44\u003c\/p\u003e \u003cp\u003e4.2 Setting up a successful product innovation program 46\u003c\/p\u003e \u003cp\u003e4.3 Current approach to NPD 47\u003c\/p\u003e \u003cp\u003e4.4 Experimentation in practice 48\u003c\/p\u003e \u003cp\u003e4.5 Iterative Experimentation Qualitative–Quantitative Research model 54\u003c\/p\u003e \u003cp\u003eDiscussion questions 57\u003c\/p\u003e \u003cp\u003eReferences 57\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5 What You Must Look For – Signs of High Potential Insights 60\u003cbr\u003e\u003c\/b\u003e\u003ci\u003eKannapon Lopetcharat, Dulce Paredes, and Jacqueline H. Beckley\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e5.1 What is insight? 60\u003c\/p\u003e \u003cp\u003e5.2 Good insights have the following characteristics: 61\u003c\/p\u003e \u003cp\u003e5.3 What is an “ownable” insight? 62\u003c\/p\u003e \u003cp\u003e5.4 How to develop high potential insights 63\u003c\/p\u003e \u003cp\u003e5.5 Making insights ownable 65\u003c\/p\u003e \u003cp\u003e5.6 Summary 72\u003c\/p\u003e \u003cp\u003eDiscussion questions 73\u003c\/p\u003e \u003cp\u003eReferences 73\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II Gear Up For Your Journey 75\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6 Tools for Upfront Research on Consumer Triggers and Barriers: Qualitative Tools 78\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6.1 Understanding Consumer Language 78\u003cbr\u003e\u003c\/b\u003e\u003ci\u003eKannapon Lopetcharat and Jacqueline H. Beckley\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e6.1.1 Consumers do not understand technical product language, so what should we say about our new products? 78\u003c\/p\u003e \u003cp\u003e6.1.2 How to select a method? 79\u003c\/p\u003e \u003cp\u003e6.1.3 Free Elicitation and Zaltman metaphor elicitation technique (ZMET) 81\u003c\/p\u003e \u003cp\u003e6.1.4 Laddering interview 83\u003c\/p\u003e \u003cp\u003e6.1.5 Kelly’s Repertory Grid and Flash Profiling 92\u003c\/p\u003e \u003cp\u003e6.1.6 Summary and future 100\u003c\/p\u003e \u003cp\u003eDiscussion questions 101\u003c\/p\u003e \u003cp\u003eNote 101\u003c\/p\u003e \u003cp\u003eReferences 101\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6.2 Qualitative Multivariate Analysis 103\u003cbr\u003e\u003c\/b\u003e\u003ci\u003eKannapon Lopetcharat and Jacqueline H. Beckley\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e6.2.1 Consumers do not know what they want, really. Really? 103\u003c\/p\u003e \u003cp\u003e6.2.2 Introduction 104\u003c\/p\u003e \u003cp\u003e6.2.3 Qualitative multivariate analysis in practice 105\u003c\/p\u003e \u003cp\u003e6.2.4 Qualitative Multivariate Analysis in practice: deeper understanding of cottage cheese consumption 118\u003c\/p\u003e \u003cp\u003e6.2.5 Consumer perceived values 121\u003c\/p\u003e \u003cp\u003e6.2.6 Summary and future of Qualitative Multivariate Analysis 123\u003c\/p\u003e \u003cp\u003eDiscussion questions 123\u003c\/p\u003e \u003cp\u003eReferences 123\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6.3 The Gameboard “Model Building” 125\u003cbr\u003e\u003c\/b\u003e\u003ci\u003eJennifer Vahalik, Melissa Jeltema, Jacqueline H. Beckley, and Jeff Garza\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e6.3.1 The problem – how to talk to consumers about new products that do not exist? 125\u003c\/p\u003e \u003cp\u003e6.3.2 A new method: Gameboard strategy “Model Building” 126\u003c\/p\u003e \u003cp\u003e6.3.3 Construction: creative process model 126\u003c\/p\u003e \u003cp\u003e6.3.4 Interview guide for model construction methodology 130\u003c\/p\u003e \u003cp\u003e6.3.5 Ensuring reliability of the outcomes 132\u003c\/p\u003e \u003cp\u003e6.3.6 Analysis of the outcomes from Gameboard “Model Building” 132\u003c\/p\u003e \u003cp\u003e6.3.7 Analysis overview 133\u003c\/p\u003e \u003cp\u003e6.3.8 Consumer-centered products and Gameboard “Model Building” 134\u003c\/p\u003e \u003cp\u003e6.3.9 Limitations 135\u003c\/p\u003e \u003cp\u003e6.3.10 Quantitative Gameboard 136\u003c\/p\u003e \u003cp\u003e6.3.11 Theoretical background of model construction methodology 137\u003c\/p\u003e \u003cp\u003e6.3.12 Summary and future 138\u003c\/p\u003e \u003cp\u003eDiscussion questions 139\u003c\/p\u003e \u003cp\u003eReferences 139\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7 Tools for Upfront Research on Consumer Triggers and Barriers: Qualitative-Quantitative Tools 142\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7.1 Creative Blogging 142\u003cbr\u003e\u003c\/b\u003e\u003ci\u003eKannapon Lopetcharat and Dulce Paredes\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e7.1.1 Introduction 143\u003c\/p\u003e \u003cp\u003e7.1.2 The rise of blogging platforms enables new mode of data collection 145\u003c\/p\u003e \u003cp\u003e7.1.3 Creative Blogging 148\u003c\/p\u003e \u003cp\u003e7.1.4 Creative Blogging in practice: a case example in Thailand 157\u003c\/p\u003e \u003cp\u003e7.1.5 Choosing the platform: Close-or Open-platform 158\u003c\/p\u003e \u003cp\u003e7.1.6 Read between the lines: dialogue with consumers 158\u003c\/p\u003e \u003cp\u003e7.1.7 Future of Creative Blogging 162\u003c\/p\u003e \u003cp\u003eDiscussion questions 162\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7.2 CATA as a Decision-Making Tool 163\u003cbr\u003e\u003c\/b\u003e\u003ci\u003eKannapon Lopetcharat and Dulce Paredes\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e7.2.1 Introduction 163\u003c\/p\u003e \u003cp\u003e7.2.2 Check All That Apply (CATA) task in practice 165\u003c\/p\u003e \u003cp\u003e7.2.3 Selecting benefit propositions for a new product: a case study of a cleansing product using CATA 169\u003c\/p\u003e \u003cp\u003e7.2.4 Summary and future of CATA in product research 176\u003c\/p\u003e \u003cp\u003eDiscussion questions 176\u003c\/p\u003e \u003cp\u003eNotes 176\u003c\/p\u003e \u003cp\u003eReferences 176\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8 Tools for Up-Front Research on Understanding Consumer Values 180\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8.1 KANO Consumer Product Satisfaction Model 180\u003cbr\u003e\u003c\/b\u003e\u003ci\u003eAlina Stelick, Kannapon Lopetcharat, and Dulce Paredes\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e8.1.1 What consumer satisfaction can do to your business 180\u003c\/p\u003e \u003cp\u003e8.1.2 Philosophy behind KANO’s consumer satisfaction model 182\u003c\/p\u003e \u003cp\u003e8.1.3 KANO survey step by step 184\u003c\/p\u003e \u003cp\u003e8.1.4 Case Study: Lipstick KANO survey 191\u003c\/p\u003e \u003cp\u003e8.1.5 Comparison with degree of importance surveys 192\u003c\/p\u003e \u003cp\u003e8.1.6 Future of KANO satisfaction survey 195\u003c\/p\u003e \u003cp\u003eDiscussion Questions 196\u003c\/p\u003e \u003cp\u003eReferences 196\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8.2 Systematics of Communication: Conjoint Measurement, Emotions, Cognitive Economics, and Consumer Mind-sets 198\u003cbr\u003e\u003c\/b\u003e\u003ci\u003eHoward Moskowitz and David Moskowitz\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e8.2.1 The issue 198\u003c\/p\u003e \u003cp\u003e8.2.2 Consumer research: experimentation vs. testing 199\u003c\/p\u003e \u003cp\u003e8.2.3 Conjoint analysis (aka conjoint measurement) 200\u003c\/p\u003e \u003cp\u003e8.2.4 Doing the basic conjoint analysis experiment 201\u003c\/p\u003e \u003cp\u003e8.2.5 The raw material of CA 207\u003c\/p\u003e \u003cp\u003e8.2.6 Experimental design 209\u003c\/p\u003e \u003cp\u003e8.2.7 Building models 209\u003c\/p\u003e \u003cp\u003e8.2.8 Presenting the result – numbers, text, data, talk, move to steps 211\u003c\/p\u003e \u003cp\u003e8.2.9 Using the results – what do the numbers tell us? 214\u003c\/p\u003e \u003cp\u003e8.2.10 Beyond individual groups to segments – finding mind-sets using conjoint analysis 215\u003c\/p\u003e \u003cp\u003e8.2.11 Scenario analysis – discovering synergisms and suppressions (interactions) among elements in a conjoint analysis study 217\u003c\/p\u003e \u003cp\u003e8.2.12 Dealing with prices 219\u003c\/p\u003e \u003cp\u003e8.2.13 Linking elements to emotions 227\u003c\/p\u003e \u003cp\u003e8.2.14 Measuring response time 227\u003c\/p\u003e \u003cp\u003e8.2.15 Discovering the “new” through conjoint analysis – creating an innovation machine 228\u003c\/p\u003e \u003cp\u003e8.2.16 Mind Genomics™: a new “science of the mind” based upon conjoint analysis 229\u003c\/p\u003e \u003cp\u003e8.2.17 The personal viewpoint identifier (PVI) 237\u003c\/p\u003e \u003cp\u003e8.2.18 Four considerations dictating the future use of conjoint analysis 241\u003c\/p\u003e \u003cp\u003e8.2.19 Conclusion 243\u003c\/p\u003e \u003cp\u003eDiscussion Questions 243\u003c\/p\u003e \u003cp\u003eReferences 243\u003c\/p\u003e \u003cp\u003e\u003cb\u003e9 New Tools Beyond Conventional Qualitative and Quantitative Meanings 246\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e9.1 Emotions, Moods, and Emotives 246\u003cbr\u003e\u003c\/b\u003e\u003ci\u003eKannapon Lopetcharat and Dulce Paredes\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e9.1.1 Introduction 246\u003c\/p\u003e \u003cp\u003e9.1.2 Understanding differences between affect, attitude, mood, emotion and emotive 248\u003c\/p\u003e \u003cp\u003e9.1.3 Review of emotion theories 248\u003c\/p\u003e \u003cp\u003e9.1.4 Popular methodologies for the measurement of emotions 259\u003c\/p\u003e \u003cp\u003e9.1.5 Impact of social media on emotion research 261\u003c\/p\u003e \u003cp\u003e9.1.6 Conclusion and recommendations 266\u003c\/p\u003e \u003cp\u003eDiscussion Questions 267\u003c\/p\u003e \u003cp\u003eReferences 267\u003c\/p\u003e \u003cp\u003e\u003cb\u003e9.2 Applied Consumer Neuroscience and Behavioral Approaches for Innovation, Product Development, and Communications 271\u003cbr\u003e\u003c\/b\u003e\u003ci\u003eMichelle Niedziela and Kathryn Ambroze\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e9.2.1 A behavioral approach: behavioral and consumer neuroscience science 272\u003c\/p\u003e \u003cp\u003e9.2.2 Applying novel methods to innovation: choosing the right tool 285\u003c\/p\u003e \u003cp\u003e9.2.3 Case studies using behavioral science and applied consumer neuroscience 286\u003c\/p\u003e \u003cp\u003e9.2.4 Conclusions: conceptual framework for behavior-led Innovation 299\u003c\/p\u003e \u003cp\u003e9.2.5 Future of neuroscience 301\u003c\/p\u003e \u003cp\u003eDiscussion Questions 301\u003c\/p\u003e \u003cp\u003eReferences 302\u003c\/p\u003e \u003cp\u003e\u003cb\u003e9.3 Review of Applications of VR Tools, New Opportunities, and Limitations 305\u003cbr\u003e\u003c\/b\u003e\u003ci\u003eAlina Stelick\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e9.3.1. Importance of context in consumer product research 305\u003c\/p\u003e \u003cp\u003e9.3.2. Means of creating context 307\u003c\/p\u003e \u003cp\u003e9.3.3. How to create a study using VR\/AR tools 313\u003c\/p\u003e \u003cp\u003e9.3.4. Looking ahead: what are the current technology limitations and what might be coming up next 317\u003c\/p\u003e \u003cp\u003e9.3.5. Summary 320\u003c\/p\u003e \u003cp\u003eDiscussion Questions 321\u003c\/p\u003e \u003cp\u003eReferences 321\u003c\/p\u003e \u003cp\u003ePost Scriptum 326\u003c\/p\u003e \u003cp\u003e\u003cb\u003e10 Tools to Refine and Screen Product Ideas in New Product Development 328\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e10.1 Contemporary Product Research Tools 328\u003cbr\u003e\u003c\/b\u003e\u003ci\u003eMichele Foley\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e10.1.1 Introduction 328\u003c\/p\u003e \u003cp\u003e10.1.2 What is a concept? 329\u003c\/p\u003e \u003cp\u003e10.1.3 Elements of a concept 329\u003c\/p\u003e \u003cp\u003e10.1.4 What is a concept test? 330\u003c\/p\u003e \u003cp\u003e10.1.5 Common measures 333\u003c\/p\u003e \u003cp\u003e10.1.6 Sampling: who do you test with? 333\u003c\/p\u003e \u003cp\u003e10.1.7 Biometrics applications 334\u003c\/p\u003e \u003cp\u003e10.1.8 New developments in concept testing 334\u003c\/p\u003e \u003cp\u003e10.1.9 Conclusion: from winning idea to successful product 334\u003c\/p\u003e \u003cp\u003eDiscussion questions 335\u003c\/p\u003e \u003cp\u003eReferences 335\u003c\/p\u003e \u003cp\u003e\u003cb\u003e10.2 Insight Teams: An Adaptive, Self-directed Group to Discovery 336\u003cbr\u003e\u003c\/b\u003e\u003ci\u003eKannapon Lopetcharat, Dulce Paredes, and Jacqueline H. Beckley\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e10.2.1 Insight Teams for discovery 336\u003c\/p\u003e \u003cp\u003e10.2.2 Definition of an Insight Team 337\u003c\/p\u003e \u003cp\u003e10.2.3 When to apply the skills of an Insight Team 338\u003c\/p\u003e \u003cp\u003e10.2.4 Implementing Insight Teams for development 339\u003c\/p\u003e \u003cp\u003e10.2.5 How to use the Insight Team 350\u003c\/p\u003e \u003cp\u003e10.2.6 Case study of using the Insight Team 350\u003c\/p\u003e \u003cp\u003e10.2.7 The future of Insight Teams 351\u003c\/p\u003e \u003cp\u003eDiscussion questions 351\u003c\/p\u003e \u003cp\u003eReferences 352\u003c\/p\u003e \u003cp\u003e\u003cb\u003e10.3 Rapid Approaches in Defining the Product Space and Product Optimization 353\u003cbr\u003e\u003c\/b\u003e\u003ci\u003eJennifer Vahalik, Ratapol Teratanavat, Jennifer Lewis, Mary Sonnen, Melissa Jeltema, and Jacqueline H. Beckley\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e10.3.1 Doing more with less 353\u003c\/p\u003e \u003cp\u003e10.3.2 Listening to understand 354\u003c\/p\u003e \u003cp\u003e10.3.3 Defining rapid product navigation (RPN) and rapid product optimization (RPO) 355\u003c\/p\u003e \u003cp\u003e10.3.4 Recommended tools and “how to” implement RPO 355\u003c\/p\u003e \u003cp\u003e10.3.5 Three Case Studies that illustrate the uses of RPN\/RPO 363\u003c\/p\u003e \u003cp\u003e10.3.6 Theoretical background of the tools 378\u003c\/p\u003e \u003cp\u003e10.3.7 Summary and future of the tools 379\u003c\/p\u003e \u003cp\u003eDiscussion questions 379\u003c\/p\u003e \u003cp\u003eNote 380\u003c\/p\u003e \u003cp\u003eReferences 380\u003c\/p\u003e \u003cp\u003e\u003cb\u003e10.4 Free-Choice in Context Preference Ranking: A New Approach for Portfolio Assessment 381\u003cbr\u003e\u003c\/b\u003e\u003ci\u003eRatapol Teratanavat, James Mwai, Melissa Jeltema, and Jennifer Vahalik\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e10.4.1 Want to offer more. . .but how many is too many? 381\u003c\/p\u003e \u003cp\u003e10.4.2 Current approaches on product line extension 382\u003c\/p\u003e \u003cp\u003e10.4.3 Free-choice in context preference ranking 385\u003c\/p\u003e \u003cp\u003e10.4.4 Practical considerations 391\u003c\/p\u003e \u003cp\u003e10.4.5 Theoretical backgrounds of free-choice in context preference ranking 394\u003c\/p\u003e \u003cp\u003e10.4.6 Summary and future 394\u003c\/p\u003e \u003cp\u003eDiscussion questions 395\u003c\/p\u003e \u003cp\u003e10.4.A Appendix 395\u003c\/p\u003e \u003cp\u003eReferences 396\u003c\/p\u003e \u003cp\u003e\u003cb\u003e10.5 Extended Use Product Research for Predicting Market Success 397\u003cbr\u003e\u003c\/b\u003e\u003ci\u003eRatapol Teratanavat, Melissa Jeltema, Stephanie Plunkett, and Jennifer Vahalik\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e10.5.1 Challenges in validating and predicting the success of new product launch 397\u003c\/p\u003e \u003cp\u003e10.5.2 Limitations of traditional approaches 399\u003c\/p\u003e \u003cp\u003e10.5.3 An alternative: extended use product research 400\u003c\/p\u003e \u003cp\u003e10.5.4 Steps in conducting extended use product research (EUPR) 401\u003c\/p\u003e \u003cp\u003e10.5.5 Understanding consumer segments 402\u003c\/p\u003e \u003cp\u003e10.5.6 Assessment of sensory performance 402\u003c\/p\u003e \u003cp\u003e10.5.7 Understanding how consumers make choice decisions 404\u003c\/p\u003e \u003cp\u003e10.5.8 Using behavioral measures to help assess product viability 405\u003c\/p\u003e \u003cp\u003e10.5.9 Among users, there were also segments of situational users and regular users 406\u003c\/p\u003e \u003cp\u003e10.5.10 Additional insights on consumer choice selection – learning from extended use product research 408\u003c\/p\u003e \u003cp\u003e10.5.11 Philosophy behind extended use product research 410\u003c\/p\u003e \u003cp\u003e10.5.12 Summary and future 411\u003c\/p\u003e \u003cp\u003eDiscussion questions 411\u003c\/p\u003e \u003cp\u003eReferences 411\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III Word of the Wise: Wisdom From Experienced Explorers 413\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e11 Putting It All Together: Driving Consumer-Centric Innovation in an Organization 416\u003cbr\u003e\u003c\/b\u003e\u003ci\u003eStacey Cox and Anthony Jackel\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e11.1 For successful innovation, the consumer story must be front and center 416\u003c\/p\u003e \u003cp\u003e11.2 What does the path to successful innovation look like? 420\u003c\/p\u003e \u003cp\u003eHarnessing the power of the past and using tools to set up for success 422\u003c\/p\u003e \u003cp\u003e11.3 Learning from the past before jumping to collect new information 422\u003c\/p\u003e \u003cp\u003e11.4 Creating the critical internal contract of the research plan 423\u003c\/p\u003e \u003cp\u003e11.5 Gathering the data to help influence the direction of innovation and conversation 424\u003c\/p\u003e \u003cp\u003eSynthesize and simplify: designing and utilizing analytical structures and constructs 426\u003c\/p\u003e \u003cp\u003e11.6 Connecting the dots of multiple pieces of data and research 426\u003c\/p\u003e \u003cp\u003e11.7 Creative listening frameworks to help navigate the consumer conversation 428\u003c\/p\u003e \u003cp\u003e11.8 Operationalizing your learnings with visual product models 430\u003c\/p\u003e \u003cp\u003e11.9 Crafting the influential strategic conversation to make sense of it all for action 433\u003c\/p\u003e \u003cp\u003eEvolving from a research runner to an insights influencer 436\u003c\/p\u003e \u003cp\u003e11.10 Moving from a transactional relationship to an integral strategic partner 436\u003c\/p\u003e \u003cp\u003e11.11 What does the future hold for the world of insights? 438\u003c\/p\u003e \u003cp\u003eDiscussion questions 439\u003c\/p\u003e \u003cp\u003eNote 440\u003c\/p\u003e \u003cp\u003eReferences 440\u003c\/p\u003e \u003cp\u003e\u003cb\u003e12 Above Averages: Use of Statistics and Design of Experiments in Product Innovation Applications 442\u003cbr\u003e\u003c\/b\u003e\u003ci\u003eKannapon Lopetcharat, Dulce Paredes, and Jacqueline H. Beckley\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e12.1 Experimentation vs. testing 443\u003c\/p\u003e \u003cp\u003e12.2 Statistical experimental design 444\u003c\/p\u003e \u003cp\u003e12.3 Brief history of experimental design 448\u003c\/p\u003e \u003cp\u003e12.4 The age of big data and data science 449\u003c\/p\u003e \u003cp\u003e12.5 Managing experimentation 451\u003c\/p\u003e \u003cp\u003e12.6 Summary and future 453\u003c\/p\u003e \u003cp\u003eDiscussion questions 454\u003c\/p\u003e \u003cp\u003eReferences 454\u003c\/p\u003e \u003cp\u003e\u003cb\u003e13 How to Work with Industry Experts and Influencers for Innovation 456\u003cbr\u003e\u003c\/b\u003e\u003ci\u003eVeronica Symon\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e13.1 Introduction 456\u003c\/p\u003e \u003cp\u003e13.2 Meet the influencers 457\u003c\/p\u003e \u003cp\u003e13.3 Could we go a step further, leverage social media influencers for innovation? 460\u003c\/p\u003e \u003cp\u003e13.4 Practical tips 462\u003c\/p\u003e \u003cp\u003e13.5 Conclusion 463\u003c\/p\u003e \u003cp\u003eNote 463\u003c\/p\u003e \u003cp\u003eReferences 463\u003c\/p\u003e \u003cp\u003e\u003cb\u003e14 Words of the Wise – Virtual Staff 466\u003cbr\u003e\u003c\/b\u003e\u003ci\u003eCarter Green, Ratapol Teratanavat, and Dulce Paredes\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e14.1 Why a virtual staff? 466\u003c\/p\u003e \u003cp\u003e14.2 What is virtual staff and what is required to be one? 467\u003c\/p\u003e \u003cp\u003e14.3 How do you go about building and utilizing a virtual staff? 468\u003c\/p\u003e \u003cp\u003e14.4 How would you rate the performance of a virtual staff? 470\u003c\/p\u003e \u003cp\u003e14.5 How does virtual staff work based on success case studies? 472\u003c\/p\u003e \u003cp\u003e14.6 Conclusion 473\u003c\/p\u003e \u003cp\u003eDiscussion questions 474\u003c\/p\u003e \u003cp\u003eNote 475\u003c\/p\u003e \u003cp\u003eReferences 475\u003c\/p\u003e \u003cp\u003e\u003cb\u003e15 Found in Translation: The Adventure of Conducting Multicultural Consumer Research 478\u003cbr\u003e\u003c\/b\u003e\u003ci\u003eVanessa Zuccoli and Paulina Morquecho-Campos\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e15.1 Setting the scene: plan ahead 478\u003c\/p\u003e \u003cp\u003e15.2 Infrastructure, logistics and company: everything you take for granted, DON’T! 481\u003c\/p\u003e \u003cp\u003e15.3 Multicultural background in just one site 484\u003c\/p\u003e \u003cp\u003e15.4 Conclusions: found in translation 485\u003c\/p\u003e \u003cp\u003eDiscussion questions 486\u003c\/p\u003e \u003cp\u003eReferences 486\u003c\/p\u003e \u003cp\u003e\u003cb\u003e16 Sturdy Bridges to Future Trends 490\u003cbr\u003e\u003c\/b\u003e\u003ci\u003eKatherine C. S. Rhodes, Dulce Paredes, and Jacqueline H. Beckley\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e16.1 Introduction 490\u003c\/p\u003e \u003cp\u003e16.2 Redefining data 491\u003c\/p\u003e \u003cp\u003e16.3 Legacy tools 500\u003c\/p\u003e \u003cp\u003e16.4 Emerging topic: democratization of data 501\u003c\/p\u003e \u003cp\u003e16.5 Comparison to 2010–2019 consumer and sensory dive analysis 504\u003c\/p\u003e \u003cp\u003e16.6 Conclusion 506\u003c\/p\u003e \u003cp\u003eDiscussion questions 507\u003c\/p\u003e \u003cp\u003eNote 507\u003c\/p\u003e \u003cp\u003eReferences 507\u003c\/p\u003e \u003cp\u003e\u003cb\u003e17 Future Trends and Direction 509\u003cbr\u003e\u003c\/b\u003e\u003ci\u003eKannapon Lopetcharat, Dulce Paredes, and Jacqueline H. Beckley\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e17.1 Pandemic influenced acceleration of technology 510\u003c\/p\u003e \u003cp\u003e17.2 The hybrid model of consumer understanding evolves 511\u003c\/p\u003e \u003cp\u003e17.3 The rise of the individual, the human. Moving from consumption as an end goal to understanding the whole person 514\u003c\/p\u003e \u003cp\u003e17.4 Nature influenced adoption 516\u003c\/p\u003e \u003cp\u003e17.5 Social forces for change 517\u003c\/p\u003e \u003cp\u003e17.6 Conclusion 517\u003c\/p\u003e \u003cp\u003eReferences 518\u003c\/p\u003e \u003cp\u003eIndex 521\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49407127880023,"sku":"9781119712848","price":139.5,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781119712848.jpg?v=1730498278","url":"https:\/\/bookcurl.com\/products\/product-innovation-toolbox-9781119712848","provider":"Book Curl","version":"1.0","type":"link"}