Consumer Research in the Early Stages of New Product Development Essay (Article Review)

Summary of the article in question

Van Kleef, E., Van Trijp, H. C., & Luning, P. (2005). Consumer Research in the Early Stages of New Product Development: A Critical Review of Methods and Techniques. Food Quality and Preference, 16, 181-201.

The article in question written by Van Kleef et al. (2005) dwells upon consumer research implemented in early stages of New Product Development (NPD). The authors argue that consumer research is often ignored in early stages though this step may be crucial for the future success of the product.

The researchers suggest that the lack of attention to this step can be due to the lack of the knowledge of effective methodology. Apart from this, the researchers point out that the methods used have similar goals but quite different features which should be taken into account while choosing the necessary technique or method.

Therefore, Van Kleef et al. (2005) provide “a categorization scheme”, describe some methods and present guidelines for the effective methods which can be used in different situations (in accordance with companies’ goals) (p. 183). As far as the categorization scheme is concerned, it includes three categories: “information source for need elicitation”, “task format” and “response / output” (Van Kleef et al., 2005, p. 183).

The first category (used in methods analysis) focuses on need-driven and product-driven stimuli. The researchers also point out the importance of such notion as familiarity of the stimulus. The second category is concerned with the format of the research. Van Kleef et al. (2005) divide the methods into two subgroups: structured or unstructured. Finally, the researchers also stress the importance of “actionability of output” (Van Kleef et al., 2005, p. 186).

In other words, not all methods lead to implication of the results of the research as sometimes it is impossible to create products made in accordance with consumers’ preferences due to technological issues. Thus, the third category focuses on possibility of the research results implication. The most widely used methods are analyzed using these three categories.

The researchers also provide a certain pattern to be implied when developing products or marketing products, when introducing incremental or new products. The researchers present particular methodologies to be used in particular situations (depending on the newness of products or actionability). Van Kleef et al. (2005) also draw the conclusion that the research in the early stages of NPD can be very helpful if the right methodology is used.

The major findings and key points

The most important and valuable findings of the article under consideration are the categories which can be used to choose the right methodology for consumer research. These categories highlight the most important goals of the research. Basically, researchers are interested in consumers’ expectations, validity of the results (the way of processing data) and the ways to imply the results. Van Kleef et al. (2005) describe these categories and ‘sort’ the most effective methods in accordance with the categories.

What is more, the article contains really valuable information which can be practically useful. Van Kleef et al. (2005) present a particular pattern which can be used while choosing the most effective methodology. Admittedly, in the majority of cases consumer research is aimed at defining consumers’ preferences while introducing new or incremental products and while developing the product itself or marketing strategy. Van Kleef et al. (2005) list the most efficient techniques which should be used in different situations.

It goes without saying that such patterns will help researchers better analyze consumers’ preferences and needs. One more important idea articulated in the article in question is the importance of the research in initial stages of NPD. It is believed that consumers do not know what exactly they want so it is ineffective to conduct consumer research in initial stages. However, Van Kleef et al. (2005) reveal advantages of the early consumer research.

For instance, Van Kleef et al. (2005) point out that it is better to implement consumer research in initial stages of NPD as producers can take into account consumers’ preferences (needs, expectations, ideas) when it is still possible to make the necessary changes in the product (instead of wasting resources to reshape the product).

Therefore, it is possible to note that the article under consideration provides useful theoretical knowledge as well as really useful practical information. The article can be used as a guideline for researchers conducting surveys or research in every stage (and especially in initial stages) of new products development.

Other works

It is necessary to point out that a lot of work has been done in this area. For instance, it is possible to mention the works by Enkel et al. (2005) and Hoyer et al. (2010). These works provide insights into the development of most effective methods of consumers’ involvement in the process of NPD.

For example, Enkel et al. (2005) provide a helpful case study which highlights certain gaps in the study. Enkel et al. (2005) point out that there is much to be explored in the process of consumers’ integration into NPD process. The researchers analyze the lead-user approach highlighting advantages and shortcoming of the method. It is necessary to note that the article provides helpful insights into the practical implication of certain methods.

However, the work by Hoyer et al. (2010) focuses on theoretical information. The researchers study stimulators and impediments of the process of consumers’ ‘cocreation’ and the impact of this process on the future of the product and the company. The researchers also provide specific examples which make the article more illustrative and helpful.

It is important to point out that the three articles analyze different aspects of consumers’ integration into the process of new products development. It is also possible to state that works by Enkel et al. (2005) and Hoyer et al. (2010) supplement the article in question with more details as the former provide an analysis of specific examples. Thus, it is possible to assess the effectiveness of the categorization suggested by Van Kleef et al. (2005) while studying exact examples.

Insights

It goes without saying that the article in question provides helpful data which can be used during new products development. The information provided can be crucial in initial stages or the fuzzy front end period as the researchers reveal certain strategies which can make consumers’ integration most effective.

In other words, the researchers provide a helpful technique of choosing the correct method to define consumers’ preferences. Using the categories provided by Van Kleef et al. (2005) companies can focus on crucial points without having a long period of developing the new product and then adapting it to consumers’ needs.

Basically, the article helps to choose the right way to implement consumer research which will positively affect the overall process of new products development. More so, the information provided in the article under consideration can help companies skip the fuzzy front end as it will be clear which direction to move in the very initial stage of NPD.

Reference List

Enkel, E., Perez-Freije, J., & Gassmann, O. (2005). Minimizing Market Risks Through Customer Integration in New Product Development: Learning from Bad Practice. CREATIVITY AND INNOVATION MANAGEMENT, 14 (4), 425-437.

Hoyer, W. D., Chandy, R., Dorotic, M., Krafft, M., & Singh, S.S. (2010). Consumer Cocreation in New Product. Journal of Service Research, 113 (3), 283-296.

Van Kleef, E., Van Trijp, H. C., & Luning, P. (2005). Consumer Research in the Early Stages of New Product Development: A Critical Review of Methods and Techniques. Food Quality and Preference, 16, 181-201.