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Global Market Research 2011
Global Market research 2011 is the 23rd annual industry study undertaken by ESOMAR. Providing a comprehensive and authoritive view on the state of the market. Available now in the Publications Store
Innovation: return to reality
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Author(s): Richard Bordenave, Michel Ten Donkelaar Collection: Innovate 2010 Keywords: Concept Testing, Product Testing  ESOMAR Excellence Award Nominee - Best Paper 2010/2011 |
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| EUR 15.00 Members: EUR 12.00 |  |
This paper discusses innovation process performance in FMCG and blind spots in the classical research sequence. Using case studies, it demonstrates how a combination of relevant “touch and feel” stimuli and behavioral research techniques can help solve the paradox of early testing of “the real thing” in a “real context”, with a product that does not yet exist. It reviews “design thinking” good practices that have helped Kraft deliver successful innovations with shorter time-to-market, thanks to 360° shopper-user understanding.
Date of publication: 16.11.2010
ISBN: 92-831-0247-9
Order Code: 56365_10
Number of pages: 20
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This publications service offers the opportunity to view and purchase the complete range of ESOMAR reports, books and individual papers.
For further information about publications contact ESOMAR Customer Service:
publications@esomar.org
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