Lecture 4: Systematic Generation of Incremental Improvements to Existing Products and Services, Traditional Marketing Research Concept Generation Techniques

author: Eric von Hippel, Center for Future Civic Media, Massachusetts Institute of Technology, MIT
recorded by: Massachusetts Institute of Technology, MIT
published: Dec. 18, 2009,   recorded: March 2004,   views: 281
released under terms of: Creative Commons Attribution Non-Commercial Share Alike (CC-BY-NC-SA)

See Also:

Download slides icon Download slides: mit15356s04_hippel_lec04_01.pdf (88.5┬áKB)

Help icon Streaming Video Help

Related Open Educational Resources

Related content

Report a problem or upload files

If you have found a problem with this lecture or would like to send us extra material, articles, exercises, etc., please use our ticket system to describe your request and upload the data.
Enter your e-mail into the 'Cc' field, and we will keep you updated with your request's status.
Lecture popularity: You need to login to cast your vote.


Traditional market research techniques are most advanced in consumer products fields. Here, user needs are analyzed via multiattribute techniques, marketing and R&D personnel then use this data to develop new product concepts. Finally, the market potential of these ideas is explored via "focus groups" of representative consumers, questionnaires, etc.

Link this page

Would you like to put a link to this lecture on your homepage?
Go ahead! Copy the HTML snippet !

Write your own review or comment:

make sure you have javascript enabled or clear this field: