► Emotion measures provide additional data beyond liking. ► Emotional response to a beverage can be separated into two dimensions. ► The two dimensions can be described as pleasantness and level of ...activation/engagement. ► Using both literature and the consumer for emotional lexicon development is recommended. ► Subsequent rating of all terms that apply is also endorsed.
With the rapid proliferation of new products into the marketplace, understanding emotional responses may offer a differential advantage beyond traditional hedonic measures. The objectives of this study were: to determine if emotional data provide discrimination beyond that obtained from hedonic response; to compare the effectiveness of a published predefined lexicon with that generated by the consumer; and, to evaluate the effectiveness of CATA approach compared to intensity scaling as used in EsSense Profile. To this end, the hedonic and emotional response to commercial blackcurrant squash was investigated comparing two different approaches: EsSense Profile™, in which subjects rated a predefined emotion lexicon, and check-all-that-apply (CATA) of a consumer defined (CD) lexicon. Both approaches yielded emotional data that clearly discriminated across the products more effectively than the hedonic scores. Both EsSense and CD-CATA data produced similar emotional spaces and product configurations. In each method, a two dimensional structure (pleasantness vs. engagement/activation) was observed within the product space which corresponded to published circumplex models of emotional response. However, the latter observation was more evident in the CD-CATA approach. The consumer defined lexicon provided a rich and more balanced list of positive and negative emotions specific to the product category although it did lack some terms found to be differentiating on the EsSense lexicon. Also the qualitative nature of the data obtained from CD CATA, limited the extent of the statistical analysis, making it difficult to make the clear inferential conclusions obtained with EsSense Profile. For future emotional studies a hybrid approach, whereby the emotion lexicon is developed combining consumer input and published emotion lists, and is then used to evaluate products using a rate-all-that-apply (RATA) procedure, is proposed.
On the road that a compound travels from the laboratory to the pharmacy, sponsors typically engage asset development partners or contract research organisations (CROs) in the final stages of product ...development - clinical trial conduct and product commercialisation. While the nature of the relationship between sponsors and these partners has been evolving, it has, nevertheless, stayed within the confines of those responsibilities and stopped short of full alignment on outcomes and finances.
A roadmap for software product teams on designing a great user experience There was a time when companies could get away with mediocre product experiences. But not any more. Today, consumers expect ...products that delight. Once someone begins using a digital product, their unique experience unfolds. How you shape that experience is integral to customer satisfaction and future sales. The Data-Driven Product: How to Design, Build, and Evolve Software Customers Can't Live Without guides product teams and their leaders in designing a delightful experience directly inside their web and mobile applications. The book explains why some software products fail to measure up in the eyes of the users-and how to avoid that fate. This book helps product managers, user experience designers, team leaders, and other stakeholders create software their customers love to use. It provides: A holistic view of the quantitative and qualitative insights teams need to make better decisions and shape better product experiences A guide to setting goals for product success and measuring progress toward meeting them A playbook for incorporating sales and marketing activities, service and support, as well as onboarding and education into the product Strategies for soliciting, organizing and prioritizing feedback from customers and other stakeholders; and how to use those inputs to create an effective product roadmap The Data-Driven Product was written by a co-founder of Pendo-a SaaS company and innovator in providing software for product managers. The book reflects the author's passion and dedication to sharing what it takes to build great products.
Scholars have explored the factors influencing new product adoption from various perspectives, such as product characteristics, personality traits, and marketing communication strategies. However, ...these studies lack the consideration of consumer social relationships. Thus, this study examined how social exclusion influences new product adoption. Three experiments involving 1372 participants indicated that social exclusion leads to a higher really new products adoption compared to social inclusion. The mediating factor in this relationship is the need for uniqueness. In contrast, no significant difference in incrementally new product adoption was found between socially excluded and included individuals. The above effects only exist in individuals with low self‐control. Individuals with high self‐control exhibit no significant difference in RNP adoption intention, whether they experience social exclusion or inclusion. These findings not only significantly increase the body of knowledge on social exclusion and new products, but also advise marketers on how to promote new products.
Marketing activities that influence shoppers along the various stages of their path-to-purchase are gaining attention from both manufacturers and retailers. Using a dataset with detailed information ...on 105 new products (NPs) launched in the U.K. by 44 leading brands and sold across 13 major retail banners, we provide strong support for the prominent role of both upper- and lower-funnel marketing actions that influence consumers before (upper) or during (lower) their shopping trip. We show which of these shopper-marketing instruments have the largest effect on NP performance at a retailer, and whether and how their effect is moderated by the retailer's store context. When it comes to NP success, the lifeblood of CPG companies, the lower-funnel marketing actions targeting shoppers directly at the point-of-purchase predominantly decide your fate. Thus, manufacturers should work ever harder to collaborate with retailers and push the store-specific shopper-marketing instruments in a favorable direction through information sharing and tailoring of their marketing program to individual retailers. Indeed, not all news is bleak for brand manufacturers. We identify five pieces of good news that brand manufacturers can use to their advantage.
•The performance of a new CPG product strongly differs between retailers.•Shopper marketing plays a prominent role in new product performance at a retailer.•Its effectiveness depends on the retailer-wide and category-specific store context.•Lower-funnel actions are three times more effective than upper-funnel actions.
A central question for firms releasing successive generations of a product is whether they should pursue a market-driven approach and align own product releases to existing industry-level patterns. ...While an alignment with industry patterns enables firms to capitalize on general market receptivity, it may also entail dilution and competitive interference effects. Using data on the consumer electronics and automotive industries, we show that the effectiveness of such alignment depends on two additional timing-related decisions: the firm’s release regularity for successive product generations and its preannouncement timing. Firms benefit from alignment to the industry only if they release successive generations in a regular manner (to create anticipation) and refrain from early preannouncements (to avoid competitive counteraction). For all other combinations of release regularity and preannouncement timing, not aligning to the industry rhythm leads to higher levels of firm performance. Taken together, our findings enable a nuanced view of the interplay of timing-related launch decisions that provides actionable guidance for managers.
Several organizations have developed ongoing crowdsourcing communities that repeatedly collect ideas for new products and services from a large, dispersed "crowd" of nonexperts (consumers) over time. ...Despite its promises, little is known about the nature of an individual's ideation efforts in such an online community. Studying Dell's IdeaStorm community, serial ideators are found to be more likely than consumers with only one idea to generate an idea the organization finds valuable enough to implement, but they are unlikely to repeat their early success once their ideas are implemented. As ideators with past success attempt to again come up with ideas that will excite the organization, they instead end up proposing ideas similar to their ideas that were already implemented (i.e., they generate less diverse ideas). The negative effects of past success are somewhat mitigated for ideators with diverse commenting activity on others' ideas. These findings highlight some of the challenges in maintaining an ongoing supply of quality ideas from the crowd over time.
This paper was accepted by Kamalini Ramdas, entrepreneurship and innovation.
In the hope of benefiting from the increasing focus on sustainability in Western markets, national brands are introducing new sustainable products. We investigate the success of new sustainable ...products with a unique dataset combining household panel data, consumer survey data, expert panel survey data, and advertising expenditure data. We show that sustainable new product introductions achieve lower sales than their conventional counterparts. Investing in corporate social responsibility activities compensates for this negative effect and is therefore a viable strategy to boost sales of new sustainable products. Importantly, making sustainable new products clearly innovative mitigates the negative effect of a sustainability claim on new product sales, whereas price promotions aggravate the negative effect. We furthermore caution that the negative effect of sustainability may not decrease as sustainability becomes more mainstream, even if our data covers a period before the currently increased interest in sustainability.
We exploit staggered changes in state-level corporate tax rates to show that an increase in taxes reduces future innovation. A variety of tests, including those based on policy discontinuity at ...contiguous counties straddling borders of politically similar states, show that local economic conditions do not drive our results. The effect we document is consistent across the innovation spectrum: taxes affect not only patenting and R&D investment but also new product introductions, which we measure using textual analysis. Our empirical results are consistent with models that highlight the role of higher corporate taxes in reducing innovator incentives and discouraging risk-taking.
Evaluating Children's Interactive Products directly addresses the need to ensure that interactive products designed for children — whether toys, games, educational products, or websites — are safe, ...effective, and entertaining. It presents an essential background in child development and child psychology, particularly as they relate to technology; captures best practices for observing and surveying children, training evaluators, and capturing the child user experience using audio and visual technology; and examines ethical and legal issues involved in working with children and offers guidelines for effective risk management. Based on the authors' workshops, conference courses, and own design experience and research, this highly practical book reads like a handbook, while being thoroughly grounded in the latest research. Throughout, the authors illustrate techniques and principles with numerous mini case studies and highlight practical information in tips and exercises and conclude with three in-depth case studies. This book is recommended for usability experts, product developers, and researchers in the field. * Presents an essential background in child development and child psychology, particularly as they relate to technology. * Captures best practices for observing and surveying children, training evaluators, and capturing the child user experience using audio and visual technology.* Examines ethical and legal issues involved in working with children and offers guidelines for effective risk management.
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