Bogue, J., & Ritson, C. (2006). Integrating Consumer Information with the New Product Development Process: The Development of Lighter Dairy Products. International Journal of Consumer Studies, 30(1), 44-54.

Format: Peer-reviewed article

Type: Research — Non-experimental

Experience level of reader: Fundamental

Annotation: A combination of sensory analysis techniques and focus groups were used to elicit voice of the customer information. Early collection and integration of this data into the new product development process helped to identify market opportunities, determine competitive advantage, and effectively segment markets.

Setting(s) to which the reported activities/findings are relevant: Large business, Small business (less than 500 employees)

Knowledge user(s) to whom the piece of literature may be relevant: Manufacturers, Researchers

Knowledge user level addressed by the literature: Organization

This article uses the Commercial Devices and Services version of the NtK Model

Model: Market orientation has a positive influence on new product development success and is more closely linked to incremental, rather than radical new product development.
Case study using sensory analysis and focus groups to obtain voice of the customer input.

Method: Market and sensory methodologies facilitate the optimization of products, in terms of extrinsic and intrinsic design attributes, for the development of products targeted at specific end-user groups. The information gathered can be used to establish the current competitive position, and enable product developers to identify market niches for new, and improved products.
Case study using sensory analysis and focus groups to obtain voice of the customer input.
Occurrence of finding within the model: Step 4.11, Step 2.2, Step 1.1

Tip: Through understanding consumer needs more closely, firms can develop sustainable competitive advantage
Case study using sensory analysis and focus groups to obtain voice of the customer input.
Occurrence of finding within the model: Tip 2.1

Model: firms who adopted a market orientation achieved higher levels of relative profitability, sales growth and new product success. (Narver, J.C. & Slater, S.F. [1990])

Method: Regarding sensory and marketing analysis: Individually, neither research technique could provide the complete answer for successful new product development. The integrated market-oriented approach recognizes the demands of end-users and their own sense of quality. (Bogue, J. & Delahunty, C. [1999]. & Dekker, M. & Linnemann, A.R. [1998].)
Occurrence of finding within the model: Tip 2.1

Tip: Not understanding customer needs, and not defining those needs, has been a fatal flaw identified by many new product development researchers, particularly at the early stages of the product development process. This can manifest itself at product launch where key product attributes may be overlooked in terms of communicating benefits to end users — ultimately leading to a lack of acceptance by product consumers. (Dimancescu, D. & Dwenger, K. [1996])
Occurrence of finding within the model: Stage 2