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