May-Plumlee, T. & Little, T.J. (2006). Proactive Product Development Integrating Consumer Requirements. International Journal of Clothing Science & Technology, 18(1), 53-66.
Format: Peer-reviewed article
Type: Research — Non-experimental
Experience level of reader: Fundamental
Annotation: The authors develop the Proactive product development integrating consumer requirements model to help apparel manufacturers understand when and where to utilize various voice of the customer techniques. Connections to a consumer purchase decision model and consumer pre-purchase evaluation criteria are made to reinforce the reasons for using each technique.
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: Organization
This article uses the Commercial Devices and Services version of the NtK Model
Model: Proactive product development integrating consumer requirements model strategically segments and directs consumer input into the apparel product development process. This model can be used to determine where various techniques for integrating consumer input into product development will add the most value.
Method: The market research methods most frequently cited by Fortune 500 companies include: focus groups (used by 68% of companies surveyd); limited roll out (42%); concept tests (26%); show tests and clinics (19%); attitude and usage studies (19%); conjoint analysis (15%); Delphi (9%); quality function deployment (9%); home usage tests (9%); product life-cycle models (8%); and synectics (8%). (Mahajan and Wind, )
Occurrence of finding within the model: Step 4.11, Step 2.2, Step 1.1, Step 7.13, Step 6.3, Step 6.1, Step 5.3
Tip: In studies of new product successes, researchers concluded that satisfying consumer wants was key to developing successful new products. Chay (1089) related the new product failure rate to inadequate expenditures on strategic market analysis and on assessment of consumer needs and wants. (Coopper, ; Calantone et al., ; and Chay )
Occurrence of finding within the model: Step 2.2, Step 1.1