By Mike Rodenburgh, Senior Vice President, Consumer Research There is a trend in many organizations, right now, to re-think their entire innovation process. Systems such as Product Lifecycle Management (PLM) [1] are becoming more popular as companies strategically design entire company processes around the lifecycles of their products. There are several key goals of PLM, which include improving “time-to-market” and optimizing products to fit customer needs… but what about the screening of new product ideas? I find it ironic that while ... | Read More

By: Mike Rodenburgh, SVP of Consumer Goods Practice - Vision Critical I recently read an article [1] citing academic research from Europe that suggests marketing research isn’t fulfilling its potential to fuel innovation. The argument, based on a survey of 921 marketing, R&D, and sales executives, suggests that only a few companies have seized marketing research as a key component of the innovation process in their firms. As a researcher with significant experience in innovation, I find the position presented in ... | Read More

In Part 3 of the “Getting Started With Virtual Shopping” series, Su Ning Strube discusses some of the challenges that companies often face when considering virtual shopping for their research approach. Oftentimes, education about the shift in research methodology and process is required or order for clients to truly grasp the benefits available through this approach. In the second video, Su Ning discusses the types of tests that can be conducting through virtual shopping and explains how respondents are tracked ... | Read More

With: Su Ning Strube, SVP of Technology Solutions In Part 2 of the series “Getting Started With Virtual Shopping”, Su Ning Strube discusses the steps and objectives required in planning and conducting a successful virtual shopping research exercise. In the second video, Su Ning discusses the training and education that takes place with Vision Critical clients who are new to testing purchase behavior using online virtual environments. Steps involved in conducting a virtual shopping research exercise [youtube]http://www.youtube.com/watch?v=C1zT8s514x4[/youtube] Training and educating clients about virtual shopping ... | Read More

With: Su Ning Strube, SVP of Technology Solutions In Part 1 of the series "Getting Started With Virtual Shopping", Su Ning Strube discusses how rich, 3D, custom virtual environments offer clients the ability to learn about customer decision making at the point of purchase. In the second video, Su Ning provides insight into the industry sectors that are ideal candidates for virtual shopping research. Getting Started With Virtual Shopping [youtube]http://www.youtube.com/watch?v=h3_-9_lcE2c[/youtube] Who Are The Best Candidates for Virtual Shopping? [youtube]http://www.youtube.com/watch?v=zYLQBZI29p4[/youtube] | Read More

By: Mike Rodenburgh [1], SVP of Consumer Goods Practice - Vision Critical The other day a recommendation was given to a client based on research that was conducted for a new brand innovation. I was fascinated by the client's response. They felt an important finding had been missed in our recommendation since consumers in the focus group said that they liked the brand innovation. In contrast our research showed that the innovation should be retired from consideration, or at least be ... | Read More