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H. R. MOSKOWITZ1, M. Reisner, and B. Krieger. (1) Moskowitz Jacobs Inc., 1025 Westchester Ave., Ste. 400, White Plains, NY 10604-3522 This study presents a research-driven approach to innovating product features in categories typically considered to be mature and low involvement. The approach begins with the identification of product features realizable by developers, works with consumers using Internet research tools (conjoint analysis) to identify the features that drive consumer acceptance, and further identifies opportunities by both varying the respondent's task (rating on different end uses) and by using concept-response segmentation to uncover new mind-sets. The actual identification of innovation opportunities emerges most clearly from the segmentation of respondents into like-minded clusters of individuals, with clearly different patterns of features that they want. Within those clusters are seeds of new product ideas. The approach finishes with methods to identify significant interactions among product features which drive further opportunities, procedures to execute multiple parallel studies which stimulate additional thinking, and applications of rule-based genetic algorithms to mix/match winning elements from different products in order to create even newer ideas. All these approaches further enhance innovation, as well as create long-term product-category understanding.
Session 4, Emerging challenges in consumer-driven R&D
2005 IFT Annual Meeting, July 15-20 - New Orleans, Louisiana |