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

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Product innovation toolbox/ edited by Jacqueline Beckley, Maria Dulce Paredes, Kannapon Lopetcharat.
其他題名:	a field guide to consumer understanding and research /
其他作者:	Beckley, Jacqueline H.
出版者:	Hoboken :John Wiley & Sons, : 2012.,
面頁冊數:	1 online resource (418 p.)
附註:	Wiley online library (ebook collection)
標題:	New products. -
電子資源:	http://dx.doi.org/10.1002/9781118229248
ISBN:	9781118229248 (electronic bk.)

Product innovation toolbox = a field guide to consumer understanding and research /
Product innovation toolboxa field guide to consumer understanding and research /[electronic resource] :edited by Jacqueline Beckley, Maria Dulce Paredes, Kannapon Lopetcharat. - Hoboken :John Wiley & Sons,2012. - 1 online resource (418 p.)

Wiley online library (ebook collection)

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 prepare to be an insight leader?1.6 Dealing with management and your clients; 1.7 Guidelines to success; 1.8 Reporting results; 1.9 Do not "winstonize"; 1.10 Making it public -- helpful hints to grow from student to professional; 1.11 The two types of professionals in the world of evaluating products (and studying consumers); 1.12 Knowing your limits and inviting others in; 1.13 The bottom line -- what's it all about?; References; 2 The Consumer Explorer: The Key to Delivering the Innovation Strategy; 2.1 You as a brand; 2.2 The roles of the Consumer Explorer2.3 Taking the lead; 2.4 Practical advice from seasoned Consumer Explorers; References; 3 Invention and Innovation; 3.1 Invention and innovation; 3.2 The steam engine: Watt and Boulton; 3.3 Nike: Bowerman and Knight; 3.4 The US Navy: Scott and Sims; 3.5 Consumer-perceived benefits: Coffee, beer and cigarettes; 3.6 Extensibility: Is there a limit to it?; 3.7 Innovation in scaling intensities and emotions; 3.8 Scaling intensities; 3.9 Scaling emotions (hedonics); 3.10 Final remarks; References; 4 Designing the Research Model; 4.1 Factors influencing product innovation4.2 Setting up a successful product innovation program; 4.3 Current approach to new product development; 4.4 Iterative qualitative-quantitative research model; References; 5 What You Must Look For: Finding High Potential Insights; 5.1 What is an insight?; 5.2 What is

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 development. The scope of the book by chapter shows the steps that transform a consumer researcher to a Consumer Explorer that guides the project team to successful innovation and new product introductions. Product Innovation Toolbox is designed to appeal to broad audiences from consumer researchers, product developers, marketers and executives. With an emphasis on consumer understanding and examples that range from cheese to lipstick and printers to energy beverages, Product Innovation Toolbox offers guidelines and best practices for strategizing, planning and executing studies with confidence and high efficiency yielding faster and better insights.

ISBN: 9781118229248 (electronic bk.)

Source: 10.1002/9781118229248Wiley InterSciencehttp://www3.interscience.wiley.comSubjects--Topical Terms:

569440
New products.

LC Class. No.: TS170 / .P758 2012

Dewey Class. No.: 658.83

Product innovation toolbox = a field guide to consumer understanding and research /
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500 $a Wiley online library (ebook collection)
505 0 $a 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 prepare to be an insight leader?1.6 Dealing with management and your clients; 1.7 Guidelines to success; 1.8 Reporting results; 1.9 Do not "winstonize"; 1.10 Making it public -- helpful hints to grow from student to professional; 1.11 The two types of professionals in the world of evaluating products (and studying consumers); 1.12 Knowing your limits and inviting others in; 1.13 The bottom line -- what's it all about?; References; 2 The Consumer Explorer: The Key to Delivering the Innovation Strategy; 2.1 You as a brand; 2.2 The roles of the Consumer Explorer2.3 Taking the lead; 2.4 Practical advice from seasoned Consumer Explorers; References; 3 Invention and Innovation; 3.1 Invention and innovation; 3.2 The steam engine: Watt and Boulton; 3.3 Nike: Bowerman and Knight; 3.4 The US Navy: Scott and Sims; 3.5 Consumer-perceived benefits: Coffee, beer and cigarettes; 3.6 Extensibility: Is there a limit to it?; 3.7 Innovation in scaling intensities and emotions; 3.8 Scaling intensities; 3.9 Scaling emotions (hedonics); 3.10 Final remarks; References; 4 Designing the Research Model; 4.1 Factors influencing product innovation4.2 Setting up a successful product innovation program; 4.3 Current approach to new product development; 4.4 Iterative qualitative-quantitative research model; References; 5 What You Must Look For: Finding High Potential Insights; 5.1 What is an insight?; 5.2 What is
520 $a 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 development. The scope of the book by chapter shows the steps that transform a consumer researcher to a Consumer Explorer that guides the project team to successful innovation and new product introductions. Product Innovation Toolbox is designed to appeal to broad audiences from consumer researchers, product developers, marketers and executives. With an emphasis on consumer understanding and examples that range from cheese to lipstick and printers to energy beverages, Product Innovation Toolbox offers guidelines and best practices for strategizing, planning and executing studies with confidence and high efficiency yielding faster and better insights.
588 $a Description based on print version record.
650 0 $a New products. $3 569440
650 0 $a Consumer behavior. $3 560272
650 0 $a Marketing research. $3 561150
650 7 $a BUSINESS & ECONOMICS $x Marketing $x Research. $2 bisacsh $3 811409
700 1 $a Beckley, Jacqueline H. $3 1030732
700 1 $a Paredes, Maria Dulce. $3 1030733
700 1 $a Lopetcharat, Kannapon. $3 1030734
776 0 8 $i Print version: $a Beckley, Jacqueline H. $t Product Innovation Toolbox : A Field Guide to Consumer Understanding and Research $d Hoboken : John Wiley & Sons, c2012 $z 9780813823973
856 4 0 $u http://dx.doi.org/10.1002/9781118229248