Trott, Innovation Management and New Product Development, 5 th Edition, © Pearson Education Limited 2013 Slide 15.1 Chapter 15 Market research and its influence on new product development

Trott, Innovation Management and New Product Development, 5 th Edition, © Pearson Education Limited 2013 Slide 15.2

Trott, Innovation Management and New Product Development, 5 th Edition, © Pearson Education Limited 2013 Slide 15.3 Figure 15.1 New product concept and prototype testing

Trott, Innovation Management and New Product Development, 5 th Edition, © Pearson Education Limited 2013 Slide 15.4 Figure 15.2 The tripartite product concept Source: Adapted from M.A.J. Saren and N. Tzokas (1994) Proceedings of the Annual Conference of the European Marketing Academy, Maastricht.

Trott, Innovation Management and New Product Development, 5 th Edition, © Pearson Education Limited 2013 Slide 15.5 Table 15.1 Products that were initially rejected by consumers but went on to be successful Source: A dirty business, Guardian 16/03/1999, copyright Guardian News & Media Ltd 2010.

Trott, Innovation Management and New Product Development, 5 th Edition, © Pearson Education Limited 2013 Slide 15.6 Figure 15.3 Gaining new customers of the future Source: S. Hamel and C.K. Prahalad (1994) Competing for the future, Harvard Business Review, Vol. 72, No. 4, 122–8.

Trott, Innovation Management and New Product Development, 5 th Edition, © Pearson Education Limited 2013 Slide 15.7 Figure 15.4 The spectacular growth of Dyson

Trott, Innovation Management and New Product Development, 5 th Edition, © Pearson Education Limited 2013 Slide 15.8 Figure 15.5 Basic operating principle of Dyson bagless vacuum cleaner

Trott, Innovation Management and New Product Development, 5 th Edition, © Pearson Education Limited 2013 Slide 15.9 Figure 15.6 Cleaning performance of five vacuum cleaners

Trott, Innovation Management and New Product Development, 5 th Edition, © Pearson Education Limited 2013 Slide Table 15.2 With sales declining Miele and Hoover have attempted to take on Dyson in the vacuum cleaner market Source: A dirty business, Guardian, 16 March 1999.

Trott, Innovation Management and New Product Development, 5 th Edition, © Pearson Education Limited 2013 Slide Figure 15.7 Dyson’s pre-tax profits (2002–06)