Full citation

Natter, M. & Mild, A. (2003). DELI: An interactive new product development tool for the analysis and evaluation of Market research data. Journal of Targeting, Measurement and Analysis for Marketing, 12(1), 43-52.

Format: Peer-reviewed article

Type: Experience

Experience level of reader: Advanced

Annotation: The DELI tool addresses the chicken and egg problem in new product development — product features shaping market segmentation and also shaped by it. The tool integrates segmentation, visualization of competitive structures and the segment-specific identification of new product functionality. Authors also introduce a novel approach to the mapping of improved representation of products and customers within one map. A case study is presented as an example of the method.

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

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

Knowledge user level addressed by the literature: Sector

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

Primary Findings

Measure: Utilize DELI — a segmentation tool to be used when there are large numbers of product features and levels. Can be used to determine the most appropriate market segments for a product, the most appropriate features for a product, the most appropriate features for each market segment, and to identify relevant competition and their offerings.
DELI as a combination of multi-dimensional scaling, customer segmentation and joint–space mapping. Tested using survey data.
Occurrence of finding within the model: Step 4.12, Step 4.11, Step 5.3

Secondary Findings


  • STP (segmentation, targeting, and positioning) — a 3 step process for developing marketing strategies (Lilien & Rangaswamy, 1997)
    Occurrence of finding within the model: Step 2.2
  • Addition of evaluation or market simulation step to multidimensional scaling methods (Albers & Brockhoff, 1985)
    Occurrence of finding within the model: Step 4.12, Step 4.11

Tip: Application of integrative tools for new product development (Hauer & Clausing, 1988; Natter et al, 1001; Hauer, 1993)
Occurrence of finding within the model: Stage 1, Stage 2, Stage 4