The predictive power of internet-based product concept testing using visual depiction and animation

Dahan, Ely; Srinivasan, V.

doi:10.1016/s0737-6782(99)00029-6

Cited by 169 publications

(75 citation statements)

References 12 publications

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“…Their results indicate that by collecting additional information about consumers' perceptions of the subjective characteristics, the proposed model provides the product designer with a better understanding and a more accurate prediction of consumers' product preferences compared to traditional conjoint models. We encourage more research in this area such as testing the virtual-reality prototypes [36], instead of physical prototypes, when attributes are large in number and therefore expensive.…”

Section: E1 Product Optimizationmentioning

confidence: 99%

An Interdisciplinary Review of Research in Conjoint Analysis: Recent Developments and Directions for Future Research

Agarwal

DeSarbo

Malhotra

et al. 2014

Cust. Need. and Solut.

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This review article provides reflections on the state of the art of research in conjoint analysis-where we came from, where we are, and some directions as to where we might go. We review key articles, mostly contemporary published since 2000, but some classic, drawn from the major marketing as well as various interdisciplinary academic journals to highlight important areas related to conjoint analysis research and identify more recent developments in this area. We develop an organizing framework that attempts to integrate various threads of research in conjoint methods and models. Our goal is to (a) emphasize the major developments in recent years, (b) evaluate these developments, and (c) to identify several potential directions for future research.

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Section: E1 Product Optimizationmentioning

confidence: 99%

An Interdisciplinary Review of Research in Conjoint Analysis: Recent Developments and Directions for Future Research

Agarwal

DeSarbo

Malhotra

et al. 2014

Cust. Need. and Solut.

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show abstract

“…While this study used physical prototypes, advances in ways to construct virtual prototypes mean that this kind of research can be conducted at a slightly earlier stage in the process [42].…”

Section: Limitations and Further Directionsmentioning

confidence: 99%

A Methodology to Support Product-Differentiation Decisions

Ramdas

Zhylyevskyy

Moore

2010

IEEE Trans. Eng. Manage.

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Choosing the right set of new products to offer is a key driver of profitability. New products often share some design attributes with existing products, thus, firms need to decide which attributes to keep common and which to differentiate. We propose and empirically implement a new methodology that can help managers to navigate the complex decision of where to focus differentiation, using "looks-like" prototypes that typically become available in the later stages of the product-development process. Our methodology complements early stage product-positioning methods, such as conjoint analysis and perceptual mapping. It also offers a way to estimate the impact of context dependence on choice. Finally, our methodology provides a way to test empirically whether perceptual mapping based on pairwise similarity judgments is appropriate for a product category. Using data obtained from a major wristwatch manufacturer, we are able to suggest guidelines on how to differentiate the firm's offerings and estimate the magnitude of context dependent effects. We also find that for wristwatches, attributes that drive perceptions differ from those that drive choice. Overall, our approach can help avoid falling into the trap of focusing variety on attributes that are costly to differentiate and have little impact on choice.Keywords product differentiation, product similarity, consumer choice, "Looks like" prototype, context dependence, conjoint analysis, perceptual mapping Choosing the right set of new products to offer is a key driver of pro tability. New products often share some design attributes with existing products, so rms need to decide which attributes to keep common, and which to differentiate. We propose and empirically implement a new methodology that can help managers navigate the complex decision of where to focus differentiation, using "looks like" prototypes that typically become available in the later stages of the product development process.Our methodology complements early stage product positioning methods such as conjoint analysis and perceptual mapping. It also offers a way to estimate the impact of context dependence on choice.Finally, our methodology provides a way to test empirically whether perceptual mapping based on pairwise similarity judgments is appropriate for a product category. Using data obtained from a major wristwatch manufacturer, we are able to suggest guidelines on how to differentiate the rm's offerings, and estimate the magnitude of context dependent effects. We also nd that for wristwatches, attributes that drive perceptions differ from those that drive choice. Overall, our approach can help avoid falling into the trap of focusing variety on attributes that are costly to differentiate and have little impact on choice.

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“…Using this information the aim is that the software NPD team, possibly together with the lead users, could be able to suggest product/service constructs for evaluation. In the evaluation phase tools like web-based conjoint analysis (Dahan and Srinivasan, 2000;Dahan and Hauser, 2002) might be employed with a larger end-user selection than the lead-users.…”

Section: The Development Of Gss Has Started Already In the Late 1980'mentioning

confidence: 99%

“…(Hauser and Rao, 2003). The usage of these tools that allow rich media virtual prototypes has raised considerable interest (Dahan and Srinivasan, 2000;Dahan and Hauser, 2002). Also Franz and Wolkinger (2003) used web-based conjoint analysis tools in their study.…”

Section: Figure 1 Four Critical Phases Of Applying the Vucore Frameworkmentioning

confidence: 99%

Inviting Lead-users from Virtual Communities to Co-create Innovative IS Services in a Structured Groupware Environment

Bragge¹,

Tuunanen²,

Marttiin

2009

Service Science

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Contemporary information systems (IS) products and services must fulfill the needs of consumers that are more widely scattered than traditional organizational end-users. New ways to incorporate these wide-audience end-users in the IS development are required. The lead-user method used in new product development is a promising approach to tackle this problem. However, the finding and recruiting of the lead-users has been found very burdensome for the firms. We propose lead-users to be found and recruited from virtual communities. This paper provides a conceptual framework that makes use of the Internet's possibilities – not only in recruiting the lead-users – but also when collaborating with them utilizing distributed Group Support Systems. Finally, we report on our preliminary field tests regarding the recruitment phase, discuss the implications of our work and provide suggestions for further research. [Service Science, ISSN 2164-3962 (print), ISSN 2164-3970 (online), was published by Services Science Global (SSG) from 2009 to 2011 as issues under ISBN 978-1-4276-2090-3.]

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The predictive power of internet-based product concept testing using visual depiction and animation

Cited by 169 publications

References 12 publications

An Interdisciplinary Review of Research in Conjoint Analysis: Recent Developments and Directions for Future Research

An Interdisciplinary Review of Research in Conjoint Analysis: Recent Developments and Directions for Future Research

A Methodology to Support Product-Differentiation Decisions

Inviting Lead-users from Virtual Communities to Co-create Innovative IS Services in a Structured Groupware Environment

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