PRODUCT INNOVATION TOOLBOXDiscover how to implement consumer-centric innovation to help create new product development in this latest editionIn 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 applicationsProduct Innovation Toolbox is an essential resource for product developers, marketers, and technologists.

Introduction: Pixel to Picture1. Setting the Direction - First, Know Where You Are2. Starting the Journey - Setting up the Project Dossier3. Invention vs Innovation4. Designing the Research Model5. What You Must Look For - Signs of High Potential Insights6.1 Tools for Upfront Research on Consumer Triggers and Barriers - Understand Consumer Language6.2 Tools for Upfront Research on Consumer Triggers and Barriers - Qualitative Multivariate Analysis (QMA)6.3 Tools for Upfront Research on Consumer Triggers and Barriers - Model Building7.1 Tools for Upfront Research on Consumer Triggers and Barriers - Creative Blogging method7.2 Tools for Upfront Research on Understanding Consumer Values - How network analysis enables techniques like CATA8.1 Tools for Upfront Research on Understanding Consumer Values - KANO Satisfaction Model8.2 Tools for Upfront Research on Understanding Consumer Values - Conjoint Analysis Plus (DOE, Cross Category, emotional)9.1 Tools for Upfront Research on Consumer Triggers and Barriers - Emotions, Mood and Motives9.2 Neuroscience tools: using the right tools for the right question9.3 Virtual and Augmented Reality in Consumer and Product Research10.1 Tools to Refine and Screen Product Ideas in NPD - Contemporary Product Research Tools - Concept tests10.2 Tools to Refine and Screen Product Ideas in NPD - Consumer Panels for Product Understanding10.3 Tools to Refine and Screen Product Ideas in NPD - Defining the Product Space and Rapid Product Navigation10.4 Tools to Refine and Screen Product Ideas in NPD - Free-Choice In-Context Preference Ranking: A New Approach for Portfolio Assessment11.1 Extended Use Product Research and Predicting Market Success11.2 Entrepreneurial Sensory Science: Consumer informed strategies to make your product loved11.3 Put it all together: Building and Managing Consumer-centric Innovation project12.1 Words to the Wise - Statistics Beyond Numbers12.2 Words to the Wise - Engaging Internal and Industry Experts and Influencers12.3 Words to the Wise - Virtual Staff12.4 Words to the Wise - Found in translation: the adventure of conducting multi-cultural consumer research13 Future Trends and Directions