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Mobile Market Research Applications as a New Voice of Customer Method Implications for Innovation and Design Management
journal contribution
posted on 2020-11-06, 15:37 authored by William Green, Robert Cluley, Marta GasparinThis paper describes mobile market research applications (MMRAs), new
Voice of Customer (VoC) tools that take advantage of the ubiquity of smart phones.
MMRAs provide an efficient and effective method of collecting intimate, in situ data
from customers, allowing traditional VoC approaches to be augmented with digitally
captured data. MMRAs can thus reduce ambiguity in the fuzzy front end of the
innovation process by providing access to data from likely customers from the earliest
stages of exploration. To benefit from MMRAs, however, organizations must move
beyond a traditional mindset: the adoption of an MMRA requires teams to be restructured
and projects reorganized to accommodate the new methods enabled by the tools.
Funding
Research in this article was supported in part by the European Regional Development Fund.
History
Citation
Research-Technology Management Volume 63, 2020 - Issue 1, https://doi.org/10.1080/08956308.2020.1686297Author affiliation
/Organisation/COLLEGE OF SOCIAL SCIENCES, ARTS AND HUMANITIES/School of BusinessVersion
- AM (Accepted Manuscript)