CONSUMER RESEARCH IN THE DEVELOPMENT PROCESS OF A MAJOR INNOVATION

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.