Rj. Ortt et Jpl. Schoormans, CONSUMER RESEARCH IN THE DEVELOPMENT PROCESS OF A MAJOR INNOVATION, Journal of the Market Research Society, 35(4), 1993, pp. 375-388
This paper focuses on the implementation of consumer research during t
he development process of major innovations. It begins with a descript
ion of the phases of the product development process and the different
consumer research methods that can be used in, these phases. Special
attention is given to the consumer research problems that arise during
the development of major innovations. Solutions for these problems ar
e presented and illustrated in a case study, which describes a consume
r research project concerned with the development of a maj or innovati
on in the field of telematics.