Giving the customer a voice: A study of market research methods and their perceived effectiveness in NPD

There is a widely held view that a lack of, “…customer understanding,” is one of the main reasons for product failure (Eliashberg et al., 1997, p. 219). This is despite the fact that new product development (NPD) is a crucial business process for many companies. The importance of integrating the voice of the customer (VoC) through market research is well documented (Davis, 1993; Mullins and Sutherland, 1998; Cooper et al., 2002; Flint, 2002; Davilla et al., 2006; Cooper and Edgett, 2008; Cooper and Dreher, 2010; Goffin and Mitchell, 2010). However, not all research methods are well received, for example there are studies that have strongly criticized focus groups, interviews and surveys (e.g. Ulwick, 2002; Goffin et al, 2010; Sandberg, 2002). In particular, a point is made that, “…traditional market research and development approaches proved to be particularly ill-suited to breakthrough products” (Deszca et al, 2010, p613). Therefore, in situations where traditional techniques—interviews and focus groups—are ineffective, the question is which market research techniques are appropriate, particularly for developing breakthrough products? To investigate this, an attempt was made to access the knowledge of market research practitioners from agencies with a reputation for their work on breakthrough NPD. We were surprised to find that this research had not been conducted previously. In order to make it possible for the sample of 24 market research experts identified for this study to share their knowledge, repertory grid technique was used. This psychology based method particularly seeks out tacit knowledge by using indepth interviews. In this case the interviews were conducted with professionals from leading market research agencies in two countries. The resulting data provided two unique insights: they highlighted the attributes of market research methods which made them effective at identifying customers’ needs and they showed how different methods were perceived against these attributes. This article starts with a review of the literature on different methods for conducting market research to identify customer needs. The conclusions from the literature are then used to define the research question. We explain our choice of methodology, including the data collection and analysis approach. Next the key results are presented. Finally, the discussion section identifies the key insights, clarifies the limitations of the research, suggests areas for future research, and draws implications for managers. We conclude that existing research is not aligned with regard to which methods (or combination of methods) are best suited to the various stages of the NPD process. We have set out the challenges and our own intended work in this regard in our section on ‘further research’. Also, the existing literature does not explicitly seek the perceptions of practitioner experts based in market research agencies. This we have started to address, and we acknowledge that further work is required. Although our research in ongoing, it has already yielded the first view of a model of the perceptions of 24 expert market researchers in the UK and Denmark. Based on the explanation of these experts, the model situates a derived set of categories in a manner that reflects the way in which they are inter-linked. We believe that our model begins to deal with the gaps and anomalies in the existing research into VoC methods

A Literature Review of Studies Analysing Air Transport Service Quality from the Passengers’ Point of View

Evaluating air transport service quality is fundamen-tal to ensure acceptable quality standards for users and improve the services offered to passengers and tourists. In the transportation literature there is a wide range of studies about the evaluation of public transport service quality based on passengers’ perceptions; however, more recently, the evaluation of air transport service quality is becoming a relevant issue. Evaluating service quality in air transport sector represents a more stimulating chal-lenge, given the complexity of air transport system in re-gards to the other systems; in fact, air transport service is characterised by a great variety of service aspects relat-ing to services offered by the airlines and provided by the companies managing airports. The complexity of such a service requires a deep investigation on the methods adopted for collecting and analysing the data regarding passengers’ perceptions. We propose this paper just for treating these interesting aspects and to provide an ex-haustive literature review of the studies analysing ser-vice quality from the passengers’ point of view, where the opinions of the passengers are collected by the Customer Satisfaction Surveys (CSS). We decided to select papers published within the last decade (2010–2020) in journals indexed in important databases such as Scopus and WoS

Adaptation of WASH Services Delivery to Climate Change and Other Sources of Risk and Uncertainty

This report urges WASH sector practitioners to take more seriously the threat of climate change and the consequences it could have on their work. By considering climate change within a risk and uncertainty framework, the field can use the multitude of approaches laid out here to adequately protect itself against a range of direct and indirect impacts. Eleven methods and tools for this specific type of risk management are described, including practical advice on how to implement them successfully

Quality of Information in Mobile Crowdsensing: Survey and Research Challenges

Smartphones have become the most pervasive devices in people's lives, and are clearly transforming the way we live and perceive technology. Today's smartphones benefit from almost ubiquitous Internet connectivity and come equipped with a plethora of inexpensive yet powerful embedded sensors, such as accelerometer, gyroscope, microphone, and camera. This unique combination has enabled revolutionary applications based on the mobile crowdsensing paradigm, such as real-time road traffic monitoring, air and noise pollution, crime control, and wildlife monitoring, just to name a few. Differently from prior sensing paradigms, humans are now the primary actors of the sensing process, since they become fundamental in retrieving reliable and up-to-date information about the event being monitored. As humans may behave unreliably or maliciously, assessing and guaranteeing Quality of Information (QoI) becomes more important than ever. In this paper, we provide a new framework for defining and enforcing the QoI in mobile crowdsensing, and analyze in depth the current state-of-the-art on the topic. We also outline novel research challenges, along with possible directions of future work.Comment: To appear in ACM Transactions on Sensor Networks (TOSN

Analysis of the Factors Affecting the Adoption of Management Information Systems

The present study was conducted with the aim to identify and rank the factors affecting the successful adoption of management information systems in medical centers of Kerman (Iran). For this purpose, based on research literature and experts’ interview 27 criteria were identified in four dimensions and categorized. Then, considering the causal relationships between them and the importance of each indicator, the AHP and DEMATEL multi-criteria decision making approach was used in the Intuitionistic fuzzy environment. In the present study, the weight of dimensions was determined using AHP method and then the causal relationships between dimensions and degree of influence and effectiveness of each dimension were determined using DEMTEL technique. The results obtained that the dimension of senior management support is identified as the most important dimension. Then, the dimensions of information quality, system quality, and finally the user experience are important.https://dorl.net/dor/20.1001.1.20088302.2022.20.3.4.1

A Fuzzy-Logic Approach to Dynamic Bayesian Severity Level Classification of Driver Distraction Using Image Recognition

open access articleDetecting and classifying driver distractions is crucial in the prevention of road accidents. These distractions impact both driver behavior and vehicle dynamics. Knowing the degree of driver distraction can aid in accident prevention techniques, including transitioning of control to a level 4 semi- autonomous vehicle, when a high distraction severity level is reached. Thus, enhancement of Advanced Driving Assistance Systems (ADAS) is a critical component in the safety of vehicle drivers and other road users. In this paper, a new methodology is introduced, using an expert knowledge rule system to predict the severity of distraction in a contiguous set of video frames using the Naturalistic Driving American University of Cairo (AUC) Distraction Dataset. A multi-class distraction system comprises the face orientation, drivers’ activities, hands and previous driver distraction, a severity classification model is developed as a discrete dynamic Bayesian (DDB). Furthermore, a Mamdani-based fuzzy system was implemented to detect multi- class of distractions into a severity level of safe, careless or dangerous driving. Thus, if a high level of severity is reached the semi-autonomous vehicle will take control. The result further shows that some instances of driver’s distraction may quickly transition from a careless to dangerous driving in a multi-class distraction context