Using market information in product development

Abstract

PurposeThe need for better links to the market as well as improved internal sharing and use of market information has been stressed as central for market‐oriented product development. This paper aims to suggest a conceptual model for the identification of relevant market information (based on the understanding of consumers' vertical and horizontal decision structure) combined with considerations on effective internal use of the information.Design/methodology/approachThe suggested model is applied in case studies in an action research project, and experiences with the application are discussed.FindingsThe paper finds that by using a means‐end chain approach it is possible to collect market information which can comply with the requirements for market information regarding quality cues and purchase motives. Furthermore, the process requirements for the internal use of information in product development are also fulfilled since the development teams recognize the value of the information and actively use it in their product development decision making. However, the means‐end approach cannot (in its present form) reveal experienced quality since the approach includes no trying of the product concepts.Originality/valueThe proposed model gathers and simplifies the requirements for improved market‐oriented product development of fast‐moving consumer goods and can remind development teams of considering the situation before and after product experience as well as the different levels of abstraction in consumers' minds. At the same time they are reminded that this information should feed into the process of making decisions in product development.