Use of consumer insight in the new product development process in the meat sector

It is shown how the use of consumer insight techniques can support the identification of market opportunities, make sure that technologies applied are acceptable to consumers, aid the selection and optimisation of new product concepts and related communication, and be used to test product prototypes before final launch.

Abstract

Successful new product development requires input from the market throughout the product development process, from identification of opportunities via screening of ideas, development of concepts, development of physical prototypes and to launch. Drawing on work done in the EU FP6 projects PROSAFEBEEF and Q-PORKCHAINS and a Danish project, all dealing with new product development in the meat sector, it is shown how the use of consumer insight techniques can a) support the identification of market opportunities, b) make sure that technologies applied are acceptable to consumers, c) aid the selection and optimisation of new product concepts and related communication, and d) be used to test product prototypes before final launch.