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Lecture 4: Systematic Generation of Incremental Improvements to Existing Products and Services, Traditional Marketing Research Concept Generation Techniques

Lecture 4: Systematic Generation of Incremental Improvements to Existing Products and Services, Traditional Marketing Research Concept Generation Techniques

This video was recorded at MIT 15.356 How to Develop "Breakthrough" Products and Services - Spring 2004. Traditional market research techniques are most advanced in consumer products fields. Here, user needs are analyzed via multiattribute techniques, marketing and R&D personnel then use this data to develop new product concepts. Finally, the market potential of these ideas is explored via "focus groups" of representative consumers, questionnaires, etc.

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