1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 MAPP - Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Aarhus BSS, Aarhus University3 Department of Economics and Business Economics, Aarhus BSS, Aarhus University4 Department of Economics and Business Economics, Aarhus BSS, Aarhus University
Introduction: "Being innovative is the cornerstone of sustainable competitive advantage" - as simple as this Business 101 commandment sounds, as difficult it is to comply with in practice. Most innovations fail, and more often than not the reason can be found in developers' ignorance of what customers might have told them if they had only properly been asked beforehand. In the following, a short introduction will be given to structured research methods that are relatively easy to use and can help product developers prioritise their efforts and assess the market potential of innovative concepts.
MAPP; Innovation; Produktudvikling; Product development