MARKETING DEBATE—Whom Should You Target With New Products?

Some new products experts maintain that getting close to customers through intensive research is the only way to develop successful new products. Other experts disagree and maintain that customers can’t possibly provide useful feedback on what they don’t know and can’t provide insights that will lead to breakthrough products.

To address this debate, identify and explain a few advantages and disadvantages to each of the two positions.

Identify and discuss variables that might make one position or the other more attractive. Variables might include items such as industry type, product life cycle, product adoption rates, etc.

Now identify a company that you work for or are interested in. Articulate your recommendations regarding the role that research would have for new product development in this company.

If you feel that customer research is not appropriate for this company, identify the research processes that you would use.

If you feel that customer research is appropriate for this company, identify the research processes that you would use.