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
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
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.