Full citation

Gianni Bolongaro. (1994). Delphi technique can work for new product development. Marketing News, 28(1), 11.

Format: Non-peer-reviewed article

Type: Experience

Experience level of reader: Fundamental

Annotation: The author discusses the need to identify consumers future needs instead of current ones, this would provide a true competitive advantage. He mentions the Delphi method as a tool to help uncover these weak market signals and presents steps taken by a food manufacturer to produce a new food product concept.

Setting(s) to which the reported activities/findings are relevant: Large business, Small business (less than 500 employees)

Knowledge user(s) to whom the piece of literature may be relevant: Manufacturers

Knowledge user level addressed by the literature: Organization

This article uses the Commercial Devices and Services version of the NtK Model

Primary Findings

Measure: Use the Delphi method as a tool to identify future consumer needs.
Experiential. Author provides brief example of how the Delphi method was used to develop a new food product.
Occurrence of finding within the model: Step 1.2, Step 1.1