Description

A wide variety of market research methods can be used for researching innovations.
The methods can be divided into four main groups, corresponding to the stages of
product development: methods for (1) understanding customers, (2) idea generation,
(3) concept testing, and (4) estimating market size, growth, and composition. This
grouping is somewhat artificial, as many of the methods can be used in several
different parts of the sequence.
The first two groups of methods tend to be more qualitative, imaginative, and open.
They require divergent thinking. The second two groups of methods are more
evaluative. However, many combinations and variations of methods are possible.
The following list covers most methods

Dennis List
School of Marketing / Centre for Innovation and Development
University of South Australia
dennis.list@unisa.edu.au