Product Innovation Toolbox
Beckley, Jacqueline H.
- 出版商: Wiley
- 出版日期: 2022-10-10
- 售價: $6,580
- 貴賓價: 9.5 折 $6,251
- 語言: 英文
- 頁數: 560
- 裝訂: Hardcover - also called cloth, retail trade, or trade
- ISBN: 111971284X
- ISBN-13: 9781119712848
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相關主題
商品描述
Discover how to implement consumer-centric innovation to help create new product development in this latest edition
In recent years, behavioral approaches, social media listening, and other new techniques and technologies--digital techniques, augmented intelligence, machine learning, and advanced biometrics, among others--have been foregrounded in innovation research. A focus on the evolving fields of data science and neuroscience is a driving force for both researchers and the people they study. These digital and mobile technologies have enabled researchers to augment listening, observing and categorizing methods, and to adapt new techniques in attempting to better understand consumers. On the other hand, digitized mobile societies, spurred by faster and cheaper internet access, emphasize an interconnectedness that drastically alters human behaviors and creates borderless influences. Even so, the tenets and approaches to insightful deep learning for consumers and other actors, from discovery through to the launch of successful products, remains an intrinsic part of assessing the market.
Product Innovation Toolbox brings together key thought leaders and seasoned consumer researchers from corporate R&D, academia, and marketing research companies to share their experiences, advanced consumer research tools and practical tips for successful and sustainable product innovation. By offering these leading-edge tools and insights, the book ensures consumer-centric innovation by linking strategy and a designed approach.
The new edition focuses on the integration and connection of all data--both structured and unstructured for deep learning and activation, rather than a differentiated qualitative--quantitative approach, reflecting the shifting relationships involved in the latest developments in the field.
The second edition of Product Innovation Toolbox also includes:
- Revised material for more than 70% of the manual, with 11 new and extensively updated chapters
- New tools sections on digital technologies to create novel ways to stimulate and elicit insights from participants, such as Virtual Reality (VR) and Digital Augmentation
- Upgraded versions of tools in each updated section, with fresh examples
- New case studies created using the tools from the previous edition, including cases regarding cross-continental marketplaces and cross-cultural societies
- An emphasis on tools with global applications
Product Innovation Toolbox is an essential resource for product developers, marketers, and technologists.
商品描述(中文翻譯)
產品創新工具箱
在最新版本中，探索如何實施以消費者為中心的創新，以幫助創造新的產品開發
近年來，行為方法、社交媒體監聽和其他新技術和技巧，如數字技術、擴增智能、機器學習和先進的生物測量學等，在創新研究中受到重視。對於數據科學和神經科學不斷發展的關注是研究人員和他們研究對象的推動力。這些數字和移動技術使研究人員能夠增強聆聽、觀察和分類方法，並嘗試適應新技術以更好地了解消費者。另一方面，由於更快、更便宜的互聯網接入，數字化的移動社會強調了一種互聯性，徹底改變了人類行為並產生了無國界的影響。即便如此，對於消費者和其他行為者的深入洞察學習，從發現到成功產品的推出，仍然是評估市場的內在部分。
《產品創新工具箱》匯集了來自企業研發、學術界和市場研究公司的關鍵思想領袖和經驗豐富的消費者研究人員，分享他們的經驗、先進的消費者研究工具和成功和可持續的產品創新的實用技巧。通過提供這些領先的工具和見解，本書確保以消費者為中心的創新，將策略和設計方法聯繫起來。
新版專注於整合和連接所有數據，包括結構化和非結構化數據，以進行深度學習和激活，而不是區分定性和定量方法，反映了該領域最新發展中涉及的關係變化。
《產品創新工具箱》第二版還包括：
- 修訂了超過70％的手冊內容，包括11個新的和大幅更新的章節
- 新的工具部分介紹了數字技術，以創造從參與者中激發和引出見解的新方法，例如虛擬現實（VR）和數字增強
- 每個更新部分的升級工具，並提供新的示例
- 使用上一版工具創建的新案例研究，包括跨洲際市場和跨文化社會的案例
- 強調具有全球應用的工具
《產品創新工具箱》是產品開發人員、營銷人員和技術人員的重要資源。
作者簡介
Kannapon Lopetcharat is the Executive Director at Nouveau Centric Co. Ltd. in Bangkok, Thailand. He holds a PhD in sensory science and psychophysics, with a minor in statistics from Oregon State University. He has worked for Unilever and Avon as a consumer science manager, and has extensive experience in applying consumer product and sensory research in product development and innovation.
Dulce Paredes is an experienced 'consumer navigator' who works with organizations using consumer insights to develop products and innovation programs. She is the global leader of consumer insights and market research flavor division for Takasago International Corporation (USA). She previously led R&D consumer sciences groups at Avon Products and Kraft Foods. She was a product developer for PepsiCo Inc. after completing her PhD in food science from Cornell University.
Jacqueline H. Beckley is the founder of The Understanding & Insight Group, LLC, in Denville, New Jersey, USA. She is considered one of the early adaptors of face-to-face qualitative understanding. Prior to this, Beckley held positions within industry and consulting, including director of consumer perception at Nabisco, Inc., Vice President at Peryam & Kroll Marketing and Sensory Research, group manager of sensory research and R&D for the Quaker Oats Company, and research scientist for Amoco Chemical Company.
作者簡介(中文翻譯)
Kannapon Lopetcharat是泰國曼谷Nouveau Centric Co. Ltd.的執行董事。他在美國俄勒岡州立大學獲得感官科學和心理物理學的博士學位，並在統計學方面有副修。他曾在聯合利華和雅芳擔任消費者科學經理，並在產品開發和創新中應用消費者產品和感官研究方面具有豐富經驗。
Dulce Paredes是一位經驗豐富的「消費者導航者」，她與組織合作，利用消費者洞察力來開發產品和創新計劃。她是Takasago International Corporation（美國）的全球消費者洞察力和市場研究味道部門的負責人。在此之前，她曾在雅芳產品和卡夫食品擔任研發消費者科學團隊的領導職位。在完成康奈爾大學食品科學博士學位後，她曾在百事可樂公司擔任產品開發人員。
Jacqueline H. Beckley是美國新澤西州Denville的The Understanding & Insight Group, LLC的創始人。她被認為是面對面定性理解的早期採用者之一。在此之前，Beckley在行業和咨詢領域擔任過職位，包括納比斯科公司的消費者感知主管，Peryam & Kroll Marketing and Sensory Research的副總裁，傑克奎爾營養品公司的感官研究和研發集團經理，以及Amoco Chemical Company的研究科學家。
