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Mobile Market Research Applications as a New Voice of Customer Method Implications for Innovation and Design Management

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journal contribution
posted on 06.11.2020, 15:37 by William Green, Robert Cluley, Marta Gasparin
This 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/10.1080/08956308.2020.1686297

Author affiliation

/Organisation/COLLEGE OF SOCIAL SCIENCES, ARTS AND HUMANITIES/School of Business

Version

AM (Accepted Manuscript)

Published in

Research-Technology Management

Volume

63

Issue

1

Publisher

Taylor & Francis (Routledge)

issn

1930-0166

Acceptance date

17/10/2019

Copyright date

2019

Available date

18/06/2021

Notes

The file associated with this record is under embargo until 18 months after publication, in accordance with the publisher's self-archiving policy. The full text may be available through the publisher links provided above.

Language

en