Product Innovation Toolbox: A Field Guide to Consumer Understanding and Research

Discover how to implement consumer-centric innovation to help create new product development in this latest edition

In  recent years, behavioral approaches, social media listening, and other  new techniques and technologies—digital techniques, augmented  intelligence, machine learning, and advanced biometrics, among  others—have been foregrounded in innovation research. A focus on the  evolving fields of data science and neuroscience is a driving force for  both researchers and the people they study. These digital and mobile  technologies have enabled researchers to augment listening, observing  and categorizing methods, and to adapt new techniques in attempting to  better understand consumers. On the other hand, digitized mobile  societies, spurred by faster and cheaper internet access, emphasize an  interconnectedness that drastically alters human behaviors and creates  borderless influences. Even so, the tenets and approaches to insightful  deep learning for consumers and other actors, from discovery through to  the launch of successful products, remains an intrinsic part of  assessing the market. 

Product Innovation Toolbox brings together key thought leaders and seasoned consumer researchers  from corporate R&D, academia, and marketing research companies to  share their experiences, advanced consumer research tools and practical  tips for successful and sustainable product innovation. By offering  these leading-edge tools and insights, the book ensures consumer-centric  innovation by linking strategy and a designed approach. 

The  new edition focuses on the integration and connection of all data—both  structured and unstructured???for deep learning and activation, rather  than a differentiated qualitative—quantitative approach, reflecting the  shifting relationships involved in the latest developments in the field.  

The second edition of Product Innovation Toolbox also includes: 

• Revised material for more than 70% of the manual, with 11 new and extensively updated chapters
• New  tools sections on digital technologies to create novel ways to  stimulate and elicit insights from participants, such as Virtual Reality  (VR) and Digital Augmentation
• Upgraded versions of tools in each updated section, with fresh examples
• New  case studies created using the tools from the previous edition,  including cases regarding cross-continental marketplaces and  cross-cultural societies
• An emphasis on tools with global applications

Product Innovation Toolbox is an essential resource for product developers, marketers, and technologists.