Dulce Paredes, Vice President, Consumer Insights and Market Research, Takasago International Corporation (USA), Rockleigh, New Jersey, USA

Kannapon Lopetcharat, NuvoCentric, Bangkok, Thailand

Acknowledgments xvi

Introduction: From Pixel to Picture xvii
Jacqueline Beckley, Dulce Paredes and Kannapon Lopetcharat

Scoping the innovation landscape xix

How this book is organized xix

Part I xx

Part II xxi

Part III xxiii

References xxiv

PART I STARTING THE JOURNEY AS A CONSUMER EXPLORER 1

1 Setting the Direction: First, Know Where You Are 4
Howard Moskowitz and Jacqueline Beckley

1.1 Roles in the corporation – the dance of the knowledge worker 4

1.2 Insights leader – learning on the job versus learning in school 6

1.3 Being the authentic you 7

1.4 What should you read? 8

1.5 What else do you need to do to prepare to be an insight leader? 9

1.6 Dealing with management and your clients 9

1.7 Guidelines to success 10

1.8 Reporting results 11

1.9 Do not "winstonize" 11

1.10 Making it public – helpful hints to grow from student to professional 13

1.11 The two types of professionals in the world of evaluating products (and studying consumers) 14

1.12 Knowing your limits and inviting others in 15

1.13 The bottom line – what's it all about? 16

References 17

2 The Consumer Explorer: The Key to Delivering the Innovation Strategy 20
Dulce Paredes and Kannapon Lopetcharat

2.1 You as a brand 20

2.2 The roles of the Consumer Explorer 21

2.3 Taking the lead 25

2.4 Practical advice from seasoned Consumer Explorers 29

References 30

3 Invention and Innovation 32
Daniel Ennis

3.1 Invention and innovation 32

3.2 The steam engine: Watt and Boulton 32

3.3 Nike: Bowerman and Knight 33

3.4 The US Navy: Scott and Sims 34

3.5 Consumer-perceived benefits: Coffee, beer and cigarettes 35

3.6 Extensibility: Is there a limit to it? 36

3.7 Innovation in scaling intensities and emotions 36

3.8 Scaling intensities 37

3.9 Scaling emotions (hedonics) 38

3.10 Final remarks 40

References 40

4 Designing the Research Model 44
Kannapon Lopetcharat, Dulce Paredes and Jennifer Hanson

4.1 Factors influencing product innovation 44

4.2 Setting up a successful product innovation program 46

4.3 Current approach to new product development 47

4.4 Iterative qualitative-quantitative research model 48

References 51

5 What You Must Look For: Finding High Potential Insights 54
Kannapon Lopetcharat, Jennifer Hanson and Dulce Paredes

5.1 What is an insight? 54

5.2 What is an "ownable" insight? 55

5.3 How to develop high potential insights 56

5.4 Behavior: The basis for all insights 57

5.5 Attitudes and needs: The explanation for behavior 57

5.6 Demographics and lifestyles: The personal connection 57

5.7 Making insights ownable 58

5.8 Summary 63

References 63

PART II RESEARCH TOOLS OF THE CONSUMER EXPLORER 65

6 Tools for Up-Front Research on Consumer Triggers and Barriers 68

6.1 Understanding Consumer Languages 68
Kannapon Lopetcharat

6.2 Insights Through Immersion 91
Donna Sturgess

6.3 Qualitative Multivariate Analysis 100
Kannapon Lopetcharat and Jacqueline Beckley

6.4 The Gameboard "Model Building" 122
Cornelia Ramsey

6.5 Quantitative Anthropology 136
Jennifer Hanson

6.6 Emotion Research as Input for Product Design 149
Pieter Desmet and Hendrik Schifferstein

7 Tools for Up-Front Research on Understanding Consumer Values 178

7.1 Kano Satisfaction Model 178
Alina Stelick, Kannapon Lopetcharat and Dulce Paredes

7.2 Conjoint Analysis Plus (Cross Category, Emotions, Pricing and Beyond) 192
Daniel Moskowitz and Howard Moskowitz

References 222

7.3 Benefit Hierarchy Analysis 224
Efim Shvartsburg

8 Tools to Refine and Screen Product Ideas in New Product Development 242

8.1 Contemporary Product Research Tools 242
Michele Foley

8.2 Insight Teams: An Arena For Discovery 249
Stacey Cox

8.3 Consumer Advisory Boards: Incorporating Consumers Into Your Product Development Team 265
Leah Gruenig

8.4 Defining the Product Space and Rapid Product Navigation 276
Jenny Lewis, Ratapol Teratanavat and Melissa Jeltema

8.5 Free-Choice in Context Preference Ranking: A New Approach for Portfolio Assessment 291
Ratapol Teratanavat, James Mwai and Melissa Jeltema

9 Tools to Validate New Products for Launch 304

9.1 Extended Use Product Research for Predicting Market Success 304
Ratapol Teratanavat, Melissa Jeltema and Stephanie Plunkett

9.2 Product Concept Validation Tests 317
Jennifer Hanson

10 Putting It All Together: Building and Managing Consumer-Centric Innovation 328
Michael Murphy

10.1 Researchers becoming breakthrough facilitators: The stairway to heaven 329

10.2 Transformational team experiences 1: Where we observe comedians get naked 331

10.3 Transformational team experiences 2: Why everybody who works for me will someday be wearing women's underwear (or the "why we're always hiring" model) 332

10.4 Building stronger teams 1: Forming the group 333

10.5 Building stronger teams 2: Failure equals ownership (or the "you break it, you buy it" model) 335

10.6 Avoiding product feature dilution: The barrier to breaking through 336

10.7 Researchers becoming breakthrough facilitators: A reprise 337

10.8 Summary and future 338

11 Words of the Wise: The Roles of Experts, Statisticians and Strategic Research Partners 342

11.1 Above Averages: Use of Statistics, Design of Experiment and Product Innovation Applications 342
Frank Rossi

11.2 The Role of In-House Technical Experts 348
Veronica Symon

12 Future Trends and Directions 374
Jacqueline Beckley, Dulce Paredes and Kannapon Lopetcharat

12.1 Digital technology will continue to drive mobility, convenience and speed 374

12.2 Engaged people (consumers) will continue to drive products and research 375

12.3 Play and games will enhance respondent participation 376

12.4 Hybrid data and patterns 377

12.5 Translational research 378

References 378

Index 381

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