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J. J. WISEMAN, V.P., Consumer and Product Insights, E&J Gallo Winery, 600 Yosemite Blvd., P.O. Box 1130, Modesto, CA 95353 Many marketplaces are evolving into complex webs of business interactions. Because of this evolution, the end consumer is only one piece of the innovation picture. Insights that will lead to next-generation innovation and breakthroughs can come by understanding the consumer in relation to the whole business structure. This requires novel techniques to couple traditional consumer and customer understanding techniques with complete business interaction understanding. New product development has traditionally focused on the understanding of product and the understanding of the end user of the product (the consumer). Research is generally done to uncover insights that lead to products that we know are well liked by the consumer who will buy them. This approach is important to make sure the product and communication of the product to the consumer is on track and remains essential to the business. However, in our increasingly complex business world, additional insights are important to understand opportunities to innovate around the entire value chain of your business. To accomplish this, researchers can combine various traditional and novel insight-generating techniques across their business. Understanding the consumer and product in relation to their business is essential, and the first step. Next-generation insights can go deeper into that business structure to identify areas for innovation that are not necessarily consumer-related. Examples in various businesses will be examined to discuss this approach.
Session 29, The role of sensory in new product innovation
2005 IFT Annual Meeting, July 15-20 - New Orleans, Louisiana |