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DELI: an interactive new product development tool for the analysis and evaluation of market research data


Natter, Martin; Mild, Andreas (2003). DELI: an interactive new product development tool for the analysis and evaluation of market research data. Journal of Targeting, Measurement and Analysis for Marketing, 12(1):43-52.

Abstract

This paper presents DELI, a new interactive tool for supporting new product development decisions. DELI addresses the `chicken and egg` problem in new product development: a product's features shape the way that the market is segmented and targeted, but that very segmentation/targeting itself determines which features the product needs to incorporate. It is very useful, therefore, to be able to look at attributes, product positions and segments in a `single hit' to measure the key trade-offs available. DELI integrates segmentation, visualisation of competitive structures and the segment-specific identification of new product functionality. Several interactive features support the search for new products. Furthermore, the authors introduce a novel conditional segmentation, mapping and positioning approach for an improved representation of products and customers within one map, supporting interpretation and segment-specific new product development.

Abstract

This paper presents DELI, a new interactive tool for supporting new product development decisions. DELI addresses the `chicken and egg` problem in new product development: a product's features shape the way that the market is segmented and targeted, but that very segmentation/targeting itself determines which features the product needs to incorporate. It is very useful, therefore, to be able to look at attributes, product positions and segments in a `single hit' to measure the key trade-offs available. DELI integrates segmentation, visualisation of competitive structures and the segment-specific identification of new product functionality. Several interactive features support the search for new products. Furthermore, the authors introduce a novel conditional segmentation, mapping and positioning approach for an improved representation of products and customers within one map, supporting interpretation and segment-specific new product development.

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Additional indexing

Item Type:Journal Article, refereed, original work
Communities & Collections:03 Faculty of Economics > Department of Business Administration
Dewey Decimal Classification:330 Economics
Language:English
Date:2003
Deposited On:09 Dec 2016 11:04
Last Modified:09 Dec 2016 11:04
Publisher:Palgrave Macmillan Ltd.
ISSN:0967-3237
Publisher DOI:https://doi.org/10.1057/palgrave.jt.5740097
Other Identification Number:merlin-id:14206

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