Product Innovation Toolbox
暫譯: 產品創新工具箱
Beckley, Jacqueline H.
- 出版商: Wiley
- 出版日期: 2022-10-10
- 售價: $6,660
- 貴賓價: 9.5 折 $6,327
- 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
探索如何實施以消費者為中心的創新，以協助創造新產品開發的最新版本
近年來，行為方法、社交媒體監聽以及其他新技術和科技——數位技術、增強智能、機器學習和先進生物識別技術等——在創新研究中受到重視。數據科學和神經科學這些不斷演變的領域，成為研究者及其研究對象的驅動力。這些數位和移動技術使研究者能夠增強聆聽、觀察和分類的方法，並在試圖更好地理解消費者時，適應新技術。另一方面，因更快和更便宜的網路接入而促進的數位化移動社會，強調了一種互聯性，這種互聯性徹底改變了人類行為並創造了無國界的影響。儘管如此，從發現到成功產品推出的消費者及其他行為者的深度學習的原則和方法，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資深消費者研究者，分享他們的經驗、先進的消費者研究工具和成功且可持續的產品創新的實用建議。通過提供這些前沿工具和見解，本書確保了以消費者為中心的創新，將策略與設計方法相連結。
新版本專注於所有數據的整合和連接——無論是結構化還是非結構化的深度學習和啟動，而不是區分質性和量化的方法，反映了該領域最新發展中涉及的關係變化。
產品創新工具箱的第二版還包括：
- 手冊中超過70%的材料經過修訂，新增11章並進行了廣泛更新
- 有關數位技術的新工具部分，以創造新穎的方式來刺激和引發參與者的見解，例如虛擬實境（VR）和數位增強
- 每個更新部分的工具升級版本，並附上新範例
- 使用前一版工具創建的新案例研究，包括有關跨大陸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者、市場營銷人員和技術專家的重要資源。
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 是位於泰國曼谷的 Nouveau Centric Co. Ltd. 的執行董事。他擁有俄勒岡州立大學的感官科學與心理物理學博士學位，並輔修統計學。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擁有豐富的消費者產品和感官研究應用經驗。
Dulce Paredes 是一位經驗豐富的「消費者導航者」，她與組織合作，利用消費者洞察來開發產品和創新計劃。她是高砂國際公司（美國）消費者洞察和市場研究風味部門的全球領導者。她之前在雅芳產品和卡夫食品領導研發消費者科學團隊。她在康奈爾大學獲得食品科學博士學位後，曾擔任百事可樂公司的產品開發人員。
Jacqueline H. Beckley 是位於美國新澤西州登維爾的 The Understanding & Insight Group, LLC 的創始人。她被認為是面對面質性理解的早期採用者之一。在此之前，Beckley 在行業和諮詢領域擔任過多個職位，包括 Nabisco, Inc. 的消費者感知總監、Peryam & Kroll Marketing and Sensory Research 的副總裁、Quaker Oats Company 的感官研究和研發小組經理，以及 Amoco Chemical Company 的研究科學家。
