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 Management, Aarhus BSS, Aarhus University4 Department of Management, Aarhus BSS, Aarhus University
Successful new product development requires input from the market throughout the produce development process, from identification of opportunities via screening of ideas, development of concepts, development of physical prototypes and launch. Drawing on work done in the EU FP6 projects PROSAFEBEEF and Q-PORKCHAINS and a Danish project, all dealing with new product development in the meat sector, it is shown how the use of consumer insight techniques can a) support the identification of market opportunities, b) make sure that technologies applied are acceptable to consumers, c) aid the selection and optimization of new product concepts and related communication, and d) be used to test product prototypes before final launch.
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57th ICoMST 2011 - International Congress of Meat Science and Technology: Global challenges to production, processing and consumption of meat