Develops and refines a new way to generate and identify opportunities for really new product functions. Considers that the role played by marketing research in really new products is limited. Traditional marketing research methods here are largely confined to asking people about problems with current products, watching them use these products and asking them to use new prototypes in extended use tests. Describes a new method for identifying new consumer or industrial product functions. Target consumers for a given category are exposed to 300 mini‐concepts. Concepts consist of verb‐object combinations describing possible new functions in that category. Concludes that once key needs or opportunities are identified for a given category, the next step is to determine which current or new technologies are required to address these needs.
Article navigation
1 December 1998
Research Article|
December 01 1998
Using mini‐concepts to identify opportunities for really new product functions Available to Purchase
Jeffrey F. Durgee;
Jeffrey F. Durgee
Associate Professor of Marketing, Lally School of Management and Technology, Rensselaer Polytechnic Institute, Troy, New York, USA
Search for other works by this author on:
Gina Colarelli O’Connor;
Gina Colarelli O’Connor
Assistant Professor, Lally School of Management and Technology, Rensselaer Polytechnic Institute, Troy, New York, USA
Search for other works by this author on:
Robert W. Veryzer, Jr
Robert W. Veryzer, Jr
Assistant Professor, Lally School of Management and Technology, Rensselaer Polytechnic Institute, Troy, New York, USA
Search for other works by this author on:
Publisher: Emerald Publishing
Online ISSN: 2052-1200
Print ISSN: 0736-3761
© MCB UP Limited
1998
Journal of Consumer Marketing (1998) 15 (6): 525–543.
Citation
Durgee JF, Colarelli O’Connor G, Veryzer RW (1998), "Using mini‐concepts to identify opportunities for really new product functions". Journal of Consumer Marketing, Vol. 15 No. 6 pp. 525–543, doi: https://doi.org/10.1108/07363769810240527
Download citation file:
Sign in
Don't already have an account? Register
ICE Member Sign In
Log inPurchased this content as a guest? Enter your email address to restore access.
Please enter valid email address.
Email address must be 94 characters or fewer.
Pay-Per-View Access
$39.00
Rental
This article is also available for rental through DeepDyve.
Suggested Reading
Repercussions of consumer confusion for late introduced differentiated products
European Journal of Marketing (June,2000)
The Consumer Resource Exchange Model: an empirical investigation of construct and predictive validity
Marketing Intelligence & Planning (November,1998)
Measuring purchase decision involvement for financial services: comparison of the Zaichkowsky and Mittal scales
International Journal of Bank Marketing (September,1998)
Belief formation in ethical consumer groups: an exploratory study
Marketing Intelligence & Planning (April,1999)
Stereo 3D representations in postmodern marketing research
Marketing Intelligence & Planning (September,1998)
Related Chapters
Regional Tourism Development
Knowledge Management in Tourism: Policy and Governance Applications
Nuanced Role of Relevant Prior Experience: Sales Takeoff of Disruptive Products and Product Innovation with Disrupted Technology in Industrial Robotics
Entrepreneurship, Innovation, and Platforms
American Dissonance: Expressive Benefits From Anti-Globalization Sentiment, Consumption Benefits From Global Brand Purchase
Global Marketing in Times of Disruption
Recommended for you
These recommendations are informed by your reading behaviors and indicated interests.
