Using warm-up stages before measuring preferences for innovative products

Roland Helm, Christoph Buhren and Reinhold Pabst

International Journal of Product Development, 2011, vol. 15, issue 4, 227-248

Abstract: This study proposes two new methods to familiarise respondents with innovative attributes and thereby ensure their stable preference statements within customer tests in the product development process. These warm-up phases differ in how the participants gather information about the product category, namely, independently or in the lab. A qualifying examination tests the appropriateness of study participants as respondents in a following preference measurement task. Both approaches effectively prepare respondents, though the independent search version offers slight advantages. Our study offers useful tools for evaluating the warm-up phases of preference measurement studies.

Keywords: preference measurement; innovative attributes; product development; product innovation; warm-up phases; product preferences. (search for similar items in EconPapers)
Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:ids:ijpdev:v:15:y:2011:i:4:p:227-248

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