The role of market research in the development of discontinuous new products
European Journal of Innovation Management
ISSN: 1460-1060
Article publication date: 1 September 2001
Abstract
Market research results frequently produce negative reactions to discontinuous new products (innovative products) that later become profitable for the innovating company. Famous examples such as the fax machine, the VCR and James Dyson’s bagless vacuum cleaner are often cited to support this view. Despite this, companies continue to seek the views of consumers on their new product ideas. The debate about the use of market research in the development of new products is long‐standing and controversial. This paper reviews the literature in this area and examines the extent to which market research is justified and whether companies should sometimes ignore their customers. The paper offers a conceptual framework that may help companies to decide when market research findings may be helpful and when they may hinder the development of discontinuous new products.
Keywords
Citation
Trott, P. (2001), "The role of market research in the development of discontinuous new products", European Journal of Innovation Management, Vol. 4 No. 3, pp. 117-126. https://doi.org/10.1108/14601060110390585
Publisher
:MCB UP Ltd
Copyright © 2001, MCB UP Limited