Consumers as co-creators of new product ideas: An application of projective and creative research techniques. (September 2016)

• Record Type: Journal Article
• Authors: Banović, Marija; Krystallis, Athanasios; Guerrero, Luis; Reinders, Machiel J.
• Is Part Of: Food research international. Volume 87(2016:Sep.)
• Page Start: 211
• Page End: 223
• Publication Date: 2016-09
• Subjects: Consumer perception -- New aquaculture product ideas -- Projective and creative techniques; Food -- Analysis -- Periodicals; Food industry and trade -- Periodicals; Food industry and trade -- Canada -- Periodicals; Food Technology -- Periodicals; Food -- Periodicals; Food-Processing Industry -- Periodicals; Aliments -- Industrie et commerce -- Périodiques; Aliments -- Industrie et commerce -- Canada -- Périodiques; Aliments -- Recherche -- Périodiques; Food industry and trade; Canada; Periodicals; Electronic journals; 664.005
• DOI: 10.1016/j.foodres.2016.07.010
• Languages: English
• ISSNs: 0963-9969

Abstract

Abstract: Involving consumers in the process of modification and creation of new food products has been recently identified as a vital factor for new product development. However, little attention has been devoted to consumer-generated product solutions, and instead, researchers continue to view new product development process as a firm-centred activity. This study uses projective and creative research techniques to involve consumers in the process of modification and creation of new aquaculture product ideas. We provide guidelines for the use of these techniques in the new product development process, as well as managerial and practical implications for the future development of new aquaculture products. Graphical abstract: Highlights: Projective and creative techniques are used to generate new product ideas. Projections are driven individually and through participants' interaction. Provided information is highly actionable for marketing of new aquaculture products.