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Developing new product concepts from basic features conjoined with need states and/or dayparts |
H. R. MOSKOWITZ1, R. Cappuccio1, and A. Hughson2. (1) Moskowitz Jacobs Inc., 1025 Westchester Ave., Ste. 400, White Plains, NY 10604-3522, (2) School of Psychology, Univ. of Sydney, 32 Dolphin Cr, Avalon, NSW, 2107, Australia This paper presents a rapid-development paradigm for new products at the early stage of development. The approach uses conjoint measurement to identify what features of products are both highly acceptable and fit end-uses. The number of respondents participating in a study about the product for a particular end use becomes a de facto measure of latent interest in the product for that particular occasion. The utility values for the ‘fit’-to-end-use' allow the developer to select the best features. The data from ‘interest’ in the product in general (without an end-use stated) allows the developer to check whether the product concept is sufficiently acceptable. Concept-Response segmentation reveals new subgroups to whom the product should be targeted. The self-defined profile through a classification questionnaire reveals what general considerations the respondent has about the product, and is used to help marketing. The paradigm for developing the product from first principles is illustrated with a study on carbonated beverages for a new occasion (breakfast), and is extended into coffee beverages.
Session 38, Strategies for successful product development
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