The role of market research in the development of discontinuous new products

By P. Trott. 2001

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User involvement in radical innovation: are consumers conservative? (2007, background): “For example, it has been suggested that concept tests for radical innovations should be organized in stages (Duke, 1994) or employ “quasi-experts” (Trott, 2001).”
Idea generation: customer co‐creation versus traditional market research techniques (2011, background): “is not really suitable when predicting future usage (Trott, 2001).”
Harnessing the Creative Potential among Users (2004, unknown): “The message of any user involvement practice, as understood in the light of the present study, is that it may inform an enterprise what a user may do in a new set of circumstances with a product that so far is relatively unknown to the respondent (Trott, 2001).”
Key strategies for the successful involvement of customers in the co‐creation of new technology‐based services (2008, background): “Traditional marketing techniques are thus restricted by the fact that users have difficulty imagining (or remembering) suggested scenarios (Kristensson, 2006; Trott, 2001).”
Inhibitors of disruptive innovation capability: a conceptual model (2006, background): “However, conventional market research in the case of radical innovation can have a devastating effect on the development of radical ideas, or can even be misleading ( Trott, 2001”