Marketing's Too Important to Be Left to Marketers: Using Consumer Profiling for New Product Development

Food Quality and Preference, 16:3 (April 2005), 217-221

13 Pages Posted: 20 Jan 2016

Date Written: June 21, 2004

Abstract

A new product’s success is determined more by finicky consumers than fastidious scientists. Although market relevance should drive new product development, it is often a tertiary focus in food development. This article has two objectives. First, it organizes the techniques described by van Kleef, van Trijp, & Luning (2004) into a marketing framework that can be used for generating consumer-based insights for new foods. Second, it describes how the technique of consumer profiling can be used to focus new product development efforts and improve their ultimate market success. The theme of this commentary is, “Marketing is too important to be left to marketers.”

Keywords: marketing, new products, consumer profiling, successful marketing, consumer research

Suggested Citation

Wansink, Brian, Marketing's Too Important to Be Left to Marketers: Using Consumer Profiling for New Product Development (June 21, 2004). Food Quality and Preference, 16:3 (April 2005), 217-221, Available at SSRN: https://ssrn.com/abstract=2718399

Brian Wansink (Contact Author)

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