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Product innovation toolbox a field guide to consumer understanding and research /

Product 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 ti...

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Bibliographic Details
Group Author: Beckley, Jacqueline H; Paredes, Maria Dulce; Lopetcharat, Kannapon
Published:
Literature type: Electronic eBook
Language: English
Subjects:
New products
Consumer behavior
Marketing research
BUSINESS & ECONOMICS > Marketing > Research
Electronic books
Online Access: http://onlinelibrary.wiley.com/book/10.1002/9781118229248
Summary: Product 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 developm
Carrier Form: 1 online resource (418 pages)
ISBN: 9781118229248 (electronic bk.)
111822924X (electronic bk.)
9781118229255 (electronic bk.)
1118229258 (electronic bk.)
Index Number: TS170
CLC: F406.3
Contents: Product 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?; 1.5 What else do you need to do to prepa

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