MAPP Centre for Research on Customer Relations in the Food Sector, Aarhus University, Haslegaardsvej, Denmark.
Meat Sci. 2011 Nov;89(3):251-8. doi: 10.1016/j.meatsci.2011.04.024. Epub 2011 May 4.
Successful new product development requires input from the market throughout the product development process, from identification of opportunities via screening of ideas, development of concepts, development of physical prototypes and to 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 optimisation of new product concepts and related communication, and d) be used to test product prototypes before final launch.
成功的新产品开发需要在整个产品开发过程中从市场获得投入，从通过筛选创意识别机会，到开发概念、开发物理原型，再到推出产品。本研究借鉴了欧盟 FP6 项目 PROSAFEBEEF 和 Q-PORKCHAINS 以及丹麦一个肉类新产品开发项目中的工作，展示了如何使用消费者洞察技术：a）支持识别市场机会；b）确保应用的技术被消费者接受；c）帮助选择和优化新产品概念及相关沟通；d）在最终推出前用于测试产品原型。
