Problem Analysis: a Consumer‐Based Methodology for the Discovery of New Product Ideas

Abstract

Presents an approach to product development that appears to hold significant promise in terms of generating new product ideas with strong consumer support. Suggests that high failure rate among new consumer producers can be traced to such things as poor marketing research, poor product marketing and organizational weaknesses. States that consumer problems as well as preferences should be investigated by the marketer.

Citation

Fornell, C. (1981), "Problem Analysis: a Consumer‐Based Methodology for the Discovery of New Product Ideas", European Journal of Marketing, Vol. 15 No. 5, pp. 61-72. https://doi.org/10.1108/EUM0000000004883