THE ACTIVE CHECKLIST FOR CONSUMER RESEARCH IN NEW PRODUCT DEVELOPMENT


Do it Early. The earlier in the life of a project consumer research is conducted, the more benefit it can yield Ė eliminating poor projects and steering good ones.

Do it Small. The old 80/20 rule applies with a vengeance to consumer research on NPD. Small amounts will give you most of the actionable learning, making resources go further.

Do it Simply. Far too many consumer research projects are drastically over-specified. Rocket science is not required. The simplest techniques are often the best.

Do it Always. If you think an NPD project isnít worth researching, perhaps itís not worth doing at all.

Do it Fast. Time to market is critical. Consumer research should be used to speed up projects by clarifying the way forward.

Do it Openly. By using simple, transparent research techniques and encouraging involvement from all departments, much can be done to obtain buy-in.

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