CONJOINT ANALYSIS TO THE FUZZY FRONT END OF A NEW PRODUCT DESIGN

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Despite their importance, several studies indicate that consumer research methodologies are underutilised in the early stages of new product development. The aim of this thesis is to analyse key issues and develop and illustrate appropriate use of consumer research methodology at early stages of the new product development process, as the most distinguishing characteristic of a successful product development project. Consumer research can be confirmative in its focus of testing new product concepts before launch and in this way prevents unjustified investments. Consumer research can also be proactive in that it aims to identify new product ideas that deliver against consumer needs that are not yet fulfilled by products currently in the market. Successful new product development requires a balance between both types of consumer research.

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