Tools to Refine and Screen Product Ideas in New Product Development

Foley, Michele

doi:10.1002/9781118229248.ch8

Cited by 2 publications

(2 citation statements)

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“…The core problem with RNP concept tests is that it is difficult to convey to consumers a sense of the future product, its utility, and the way of using it (Fischoff, ; Veryzer, ; Ziamou, ). Concepts are written descriptions (with/without complementary visuals) of a new product idea, with the basic features, technology, and customer benefits of the potential product (Dahan and Srinivasan, ; Foley, ; Ozer, ). Functional prototypes are often not ready for the concept test phase; the product information is incomplete and consumers cannot test out the product to experience its use.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“…A lack of prior experience with an RNP makes it difficult for consumers to visualize RNP concepts (Hamel and Prahalad, ; Knudsen, ; O'Connor and Veryzer, ). Concept tests often confront consumers with unfinished products in the form of verbal statements both with and without graphical representations (Foley, ; Page and Rosenbaum, ; Peng and Finn, ). These concepts present the intended features of the final product.…”

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Drivers and Consequences of Narrative Transportation: Understanding the Role of Stories and Domain‐Specific Skills in Improving Radically New Products

Schweitzer¹,

Hende²

2016

J of Product Innov Manag

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This article investigates the role of transportation in concept tests (i.e., a vivid mental image of a new product concept and the way of using it) for radically new products. Based on transportation literature, the article proposes that concept descriptions in a story format can stimulate transportation. Further, the article builds on the literature on domain‐specific skills to propose that technological reflectiveness (i.e., the ability to think about the impact of a technological product on its users and society in general) and product expertise increase transportation. The article explores the effect that transportation has on the ability of consumers to enumerate the advantages and disadvantages of a radically new product and on their ability to provide valuable concept improvement ideas (i.e., ideas that are highly novel, feasible, and beneficial for consumers). A quasi‐experiment with 253 participants demonstrates that a story format, product experience with related product categories, and technological reflectiveness increased transportation with regard to radically new products. The empirical research also showed that transportation facilitates the enumeration of the advantages and the disadvantages of a concept, resulting in more valuable concept improvement ideas. These findings suggest that innovation managers should strive to evoke transportation in concept tests for radically new products, as transportation allows consumers to provide more valuable input.

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