Product Innovation Toolbox

Jacqueline H. Beckley, President, The Understanding & Insight Group LLC, Denville, New Jersey, USA Dulce Paredes, Vice President, Consumer Insights and Market Research, Takasago International Corporation (USA), Rockleigh, New Jersey, USA Kannapon Lopetcharat, NuvoCentric, Bangkok, Thailand

Contributors xiv Acknowledgments xvi Introduction: From Pixel to Picture xvii Jacqueline Beckley, Dulce Paredes and Kannapon Lopetcharat Scoping the innovation landscape xix How this book is organized xix Part I xx Part II xxi Part III xxiii References xxiv PART I STARTING THE JOURNEY AS A CONSUMER EXPLORER 1 1 Setting the Direction: First, Know Where You Are 4 Howard Moskowitz and Jacqueline Beckley 1.1 Roles in the corporation the dance of the knowledge worker 4 1.2 Insights leader learning on the job versus learning in school 6 1.3 Being the authentic you 7 1.4 What should you read? 8 1.5 What else do you need to do to prepare to be an insight leader? 9 1.6 Dealing with management and your clients 9 1.7 Guidelines to success 10 1.8 Reporting results 11 1.9 Do not "winstonize" 11 1.10 Making it public helpful hints to grow from student to professional 13 1.11 The two types of professionals in the world of evaluating products (and studying consumers) 14 1.12 Knowing your limits and inviting others in 15 1.13 The bottom line what's it all about? 16 References 17 2 The Consumer Explorer: The Key to Delivering the Innovation Strategy 20 Dulce Paredes and Kannapon Lopetcharat 2.1 You as a brand 20 2.2 The roles of the Consumer Explorer 21 2.3 Taking the lead 25 2.4 Practical advice from seasoned Consumer Explorers 29 References 30 3 Invention and Innovation 32 Daniel Ennis 3.1 Invention and innovation 32 3.2 The steam engine: Watt and Boulton 32 3.3 Nike: Bowerman and Knight 33 3.4 The US Navy: Scott and Sims 34 3.5 Consumer-perceived benefits: Coffee, beer and cigarettes 35 3.6 Extensibility: Is there a limit to it? 36 3.7 Innovation in scaling intensities and emotions 36 3.8 Scaling intensities 37 3.9 Scaling emotions (hedonics) 38 3.10 Final remarks 40 References 40 4 Designing the Research Model 44 Kannapon Lopetcharat, Dulce Paredes and Jennifer Hanson 4.1 Factors influencing product innovation 44 4.2 Setting up a successful product innovation program 46 4.3 Current approach to new product development 47 4.4 Iterative qualitative-quantitative research model 48 References 51 5 What You Must Look For: Finding High Potential Insights 54 Kannapon Lopetcharat, Jennifer Hanson and Dulce Paredes 5.1 What is an insight? 54 5.2 What is an "ownable" insight? 55 5.3 How to develop high potential insights 56 5.4 Behavior: The basis for all insights 57 5.5 Attitudes and needs: The explanation for behavior 57 5.6 Demographics and lifestyles: The personal connection 57 5.7 Making insights ownable 58 5.8 Summary 63 References 63 PART II RESEARCH TOOLS OF THE CONSUMER EXPLORER 65 6 Tools for Up-Front Research on Consumer Triggers and Barriers 68 6.1 Understanding Consumer Languages 68 Kannapon Lopetcharat References 88 6.2 Insights Through Immersion 91 Donna Sturgess References 99 6.3 Qualitative Multivariate Analysis 100 Kannapon Lopetcharat and Jacqueline Beckley References 120 6.4 The Gameboard "Model Building" 122 Cornelia Ramsey References 134 6.5 Quantitative Anthropology 136 Jennifer Hanson References 148 6.6 Emotion Research as Input for Product Design 149 Pieter Desmet and Hendrik Schifferstein References 173 7 Tools for Up-Front Research on Understanding Consumer Values 178 7.1 Kano Satisfaction Model 178 Alina Stelick, Kannapon Lopetcharat and Dulce Paredes References 190 7.2 Conjoint Analysis Plus (Cross Category, Emotions, Pricing and Beyond) 192 Daniel Moskowitz and Howard Moskowitz Acknowledgment 221 References 222 7.3 Benefit Hierarchy Analysis 224 Efim Shvartsburg References 239 8 Tools to Refine and Screen Product Ideas in New Product Development 242 8.1 Contemporary Product Research Tools 242 Michele Foley References 248 8.2 Insight Teams: An Arena For Discovery 249 Stacey Cox References 264 8.3 Consumer Advisory Boards: Incorporating Consumers Into Your Product Development Team 265 Leah Gruenig References 275 8.4 Defining the Product Space and Rapid Product Navigation 276 Jenny Lewis, Ratapol Teratanavat and Melissa Jeltema References 290 8.5 Free-Choice in Context Preference Ranking: A New Approach for Portfolio Assessment 291 Ratapol Teratanavat, James Mwai and Melissa Jeltema References 301 9 Tools to Validate New Products for Launch 304 9.1 Extended Use Product Research for Predicting Market Success 304 Ratapol Teratanavat, Melissa Jeltema and Stephanie Plunkett References 316 9.2 Product Concept Validation Tests 317 Jennifer Hanson PART III WORDS OF THE WISE 325 10 Putting It All Together: Building and Managing Consumer-Centric Innovation 328 Michael Murphy 10.1 Researchers becoming breakthrough facilitators: The stairway to heaven 329 10.2 Transformational team experiences 1: Where we observe comedians get naked 331 10.3 Transformational team experiences 2: Why everybody who works for me will someday be wearing women's underwear (or the "why we're always hiring" model) 332 10.4 Building stronger teams 1: Forming the group 333 10.5 Building stronger teams 2: Failure equals ownership (or the "you break it, you buy it" model) 335 10.6 Avoiding product feature dilution: The barrier to breaking through 336 10.7 Researchers becoming breakthrough facilitators: A reprise 337 10.8 Summary and future 338 11 Words of the Wise: The Roles of Experts, Statisticians and Strategic Research Partners 342 11.1 Above Averages: Use of Statistics, Design of Experiment and Product Innovation Applications 342 Frank Rossi References 347 11.2 The Role of In-House Technical Experts 348 Veronica Symon 11.3 How to Leverage Research Partners (Local and International Testing) 353 Gigi Ryan, Jerry Stafford and Jim Rook 11.4 Best Practices in Global Testing and Multi-Cultural Consumer Research 365 Alejandro Camacho References 371 12 Future Trends and Directions 374 Jacqueline Beckley, Dulce Paredes and Kannapon Lopetcharat 12.1 Digital technology will continue to drive mobility, convenience and speed 374 12.2 Engaged people (consumers) will continue to drive products and research 375 12.3 Play and games will enhance respondent participation 376 12.4 Hybrid data and patterns 377 12.5 Translational research 378 References 378 Index 381